• List of Articles Marketing

      • Open Access Article

        1 - Investigating the effect of guerilla marketing on consumer behavior with the mediating role of brand equity (Study case: customers of Ofoq Korosh Company in Shiraz)
        Hassan Soltani mojtaba amini moghaddam
        The purpose of this research is to investigate the effect of guerilla marketing on consumer behavior with the mediating role of brand equity. The research method is a descriptive survey, and the statistical population of the research is the customers of Ofok Kurosh stor More
        The purpose of this research is to investigate the effect of guerilla marketing on consumer behavior with the mediating role of brand equity. The research method is a descriptive survey, and the statistical population of the research is the customers of Ofok Kurosh stores in Shiraz, which is considered an unlimited population. The sample size was determined as 384 people based on Morgan's table and non-random sampling method is available. The tools of data collection were Guerrilla Marketing Standard Questionnaires of Mehmet Kogerik (2018), consumer behavior of Band P (2019) and special brand value of Aker (1996). In order to check the validity of the questionnaire, experts and professors were used, and for construct validity, the AVE index was used, which indicates that the questionnaire has adequate validity. To measure the reliability of the questionnaire, Cronbach's alpha coefficient was used, which for all variables was above 7. It was found that it indicates the appropriate reliability of the questionnaire. Data analysis was done at two levels of descriptive and inferential statistics using SPSS and PLS software. The quality of information has a significant effect on brand equity. The validity of information has a significant effect on the special value of the Shiraz brand. The need for information has a significant effect on brand equity. The attitude towards information has a significant effect on brand equity. The quality of information has a significant effect on consumer behavior. Information credibility has a significant effect on consumer behavior. The need for information does not have a significant effect on consumer behavior. Attitude to information does not have a significant effect on consumer behavior. The special value of the brand has a significant effect on consumer behavior. Manuscript profile
      • Open Access Article

        2 - The impact of digital content marketing on brand awareness through social media and customer engagement
        mousa rahimi sirous keshavarz behnaz salehipour shirazi
        The aims of this study is to investigate the effect of digital content marketing on brand awareness through social media and customer interaction. The current research is descriptive and survey and practical in terms of purpose. The statistical population of this resear More
        The aims of this study is to investigate the effect of digital content marketing on brand awareness through social media and customer interaction. The current research is descriptive and survey and practical in terms of purpose. The statistical population of this research included all the consumers of Ramek dairy products in Shiraz city, 384 people were selected as a sample by random sampling. The data collection tool was the standard Elkdra (2021) questionnaires. To analyze the data, partial least squares approach and Smart PLS3 software were used. The results showed that there is a positive and significant relationship between digital content marketing and brand awareness. Also, social media and customer interaction have a significant mediating role in the relationship between digital content marketing and brand awareness. It is obvious that digital content marketing as a new phenomenon plays a vital role in displaying brand name, strengthening customer relationship and increasing brand awareness, customer loyalty and sales. Manuscript profile
      • Open Access Article

        3 - The impact of social media marketing on customer participation in value creation in the Shoe and Leather Industry (case study: Novin charm Company)
        sirous keshavarz mousa rahimi Fatemeh  Amjadi
        today's competitive business world, various industries and organizations use various customer relationship management strategies to improve their relationship with customers. But today, the traditional methods of communicating with customers are not the answer to managi More
        today's competitive business world, various industries and organizations use various customer relationship management strategies to improve their relationship with customers. But today, the traditional methods of communicating with customers are not the answer to managing this relationship between customers and organizations. This research has investigated the impact of social media marketing on customer participation in creating value in the Shoe and Leather Industry. The current research is descriptive-survey. The statistical population of this research includes customers of Novin charm Company's Instagram page, whose number is unlimited, and according to Morgan's table, the sample size was determined to be 384 people. The data collection tool included standard questionnaires, and the collected data were tested and analyzed by structural equation method and PLS3 software. The results showed that social media marketing has a significant effect on customer engagement with the brand; Customer participation had a significant impact on value creation; The impact of social media marketing on value creation was positive and significant; And finally, the mediating role of customer-brand engagement in the relationship between social media marketing and value creation was significant. Manuscript profile
      • Open Access Article

        4 - Explaining the concept of public service marketing
        reza tayaran Mohammad  Taleghani
        Many experts believe that the legitimacy of governments depends on the amount of providing quality "public services". Public services are performed with the aim of providing public benefits, and if the government does not have the power to perform this task, it loses it More
        Many experts believe that the legitimacy of governments depends on the amount of providing quality "public services". Public services are performed with the aim of providing public benefits, and if the government does not have the power to perform this task, it loses its competence. The legitimacy of governments depends not only on the nature of the services they provide, but also on how they are provided. (Vaazi, Reza; Sohrabi, Shahla, 2017). There is strong evidence that the private sector provides better quality services than the public sector. However, the public sector must always review and review its services; Because today's clients do not accept the slightest dissatisfaction. In this regard, according to the notification of the executive policies of Article 44 of the Constitution, government organizations must improve the quality of their services and seek the satisfaction of the clients in order to remain in the field of competition. In today's world, customers are at the center of attention of companies, and their satisfaction is the main factor in gaining a competitive advantage of organizations. Accurate identification of their expectations, tendencies, abilities and limitations in purchasing products has been more and more noticed by companies. In order to manage public services, obtain satisfaction and communicate with customers, a deep study and research should be done to examine and explain the concept of public service marketing, and this article is also compiled to investigate this general goal. Therefore, in this research, an effort has been made to identify, explain and investigate the methods, basic assumptions and basic concepts of public service marketing in the form of a set of opportunities, challenges and solutions. The current research method is descriptive and analytical based on documentary and library sources and tries to explain So Manuscript profile
      • Open Access Article

        5 - A comparative study of the opinions of clients and managers of non-governmental employment agencies regarding the relationship between service marketing factors and customer attraction
        Fereydon omidi
        Organizations with whatever purpose they are formed, are required to satisfy their customers. This requirement comes from the divine commands to preserve the dignity of human beings, from the law and social motivations, as well as from the necessity of providing organiz More
        Organizations with whatever purpose they are formed, are required to satisfy their customers. This requirement comes from the divine commands to preserve the dignity of human beings, from the law and social motivations, as well as from the necessity of providing organizational benefits to obtain appropriate profits. The purpose of this research is to compare the opinions of clients and non-governmental recruitment managers regarding the relationship between service factors and location in order to improve the performance of non-governmental recruitment to obtain more satisfaction from clients and attract more of them. The research sample includes managers and clients of non-governmental employment agencies in Khuzestan province (N=260), according to available sources and special questionnaires on the effect of mixed marketing factors. The service by attracting customers and the characteristics of non-governmental employment services, a researcher-made questionnaire has been used. In this research, two types of tests have been used, the sum of ranks test and the Faridman test, considering that there were two types of independent statistical population (statistical population of managers and statistical population of customers), these tests were used to test the hypotheses. . The obtained results show. There is a significant difference between the opinions of clients and non-government recruitment managers regarding the mixed factors of service marketing and location. Manuscript profile
      • Open Access Article

        6 - The Effect of Relationship Marketing On Customer Retention through Customer Engagement Considering Customer Citizenship Behavior
        Reza Pourmohammad morad rezaei dizgah
        In these years due to intense competition companies have forced to use tools and methods for enhancing their customer retention. There effective and common strategies for improving this issue. One of these significant and important strat More
        In these years due to intense competition companies have forced to use tools and methods for enhancing their customer retention. There effective and common strategies for improving this issue. One of these significant and important strategies is relationship marketing. This research accomplished in order to investigate the effect of relationship marketing on customer retention through customer engagement considering customer citizenship behavior within broiler manufacturers in province of guilan (north of Iran) . This is descriptive survey research based on data collecting. Statistical population were selected among consumers of broiler industry’s products by non-probability sampling method. Data collecting tool were questionnaire and sample size were 150. For testing reliability cronbach’s alpha test was used. For analyzing dates used Amos Graphic and SPSS. Results showed that trust and conflict handling as relation marketing elements have positive and significant effect on customer retention through customer engagement , and also results showed that customer citizenship behavior has no significant effect on relationship of customer engagement and customer retention. Manuscript profile
      • Open Access Article

        7 - Examining the effect of internal marketing on financial performance
        behnoosh ahmadi shooli omid rasekh
        The purpose of this research is to investigate the effect of internal marketing on improving financial performance. The research method is descriptive-correlation and the statistical population of this research includes 60 employees of Shiraz Chemical Industry Company, More
        The purpose of this research is to investigate the effect of internal marketing on improving financial performance. The research method is descriptive-correlation and the statistical population of this research includes 60 employees of Shiraz Chemical Industry Company, which is considered as a sample due to the smallness of the statistical population of this entire population and through non-random sampling method in available, were selected to respond to the research tools. The measurement tools in this research were standard questionnaires of financial performance (Shabankar, 1400) and internal marketing (Momeni and Forman, 2015). The validity of the questionnaires has been confirmed through its content and reliability using Cronbach's alpha. Data analysis was done using Lisrel software and calculation of Pearson's correlation coefficient, variance analysis test, and research hypotheses were tested using regression. The research results showed that there is a significant effect between internal marketing and improving financial performance. Today, internal marketing is known as a strategy for the implementation of the organization's plans, and all organizations must define a targeted framework based on internal marketing for the organization based on the organization's position and resources, so that finally, with its help, effective steps can be taken to improve financial performance. Manuscript profile
      • Open Access Article

        8 - Social marketing modeling of cultural products with emphasis on risk management in the municipality
        Saied Aghasi masood mokhtarikarchegani محمدرضا دلوی
        Social marketing seeks to determine ways to increase participation, productivity of the organization, through marketing activities in social dimensions, and environmental variables such as laws and regulations, ethical issues, social trends are also examined. Social mar More
        Social marketing seeks to determine ways to increase participation, productivity of the organization, through marketing activities in social dimensions, and environmental variables such as laws and regulations, ethical issues, social trends are also examined. Social marketing of cultural products is an underlying action in management. It is a city that brings many economic, cultural and social achievements for the society and citizens. In this regard, this study was conducted with the aim of modeling social marketing of cultural products with an emphasis on risk management. The present study is descriptive-survey in terms of its practical-developmental purpose and in terms of data collection method. The community of participants in the qualitative section includes marketing professors and managers of Isfahan Municipality, 12 of whom were selected by purposive sampling. Data collection tool is semi-structured interview and ISM questionnaire. Social marketing categories of cultural products were identified by thematic analysis method in Maxqda software. The pattern of causal relationships between categories was also determined by structural-interpretive modeling method in MicMac software. Based on the results, "marketing infrastructures", "non-financial risk management" and "financial risk management" affect the "social responsibility of the municipality". The social responsibility of the municipality also affects the "community-oriented marketing mix" and "internal marketing". In the same way, these factors affect "customer-oriented" and "service quality". Finally, the increase of "socially desirable behavior of employees" leads to "social marketing of cultural products". Manuscript profile
      • Open Access Article

        9 - Providing a model for the market of selling new goods by one-to-one marketing method
        AFSANEH ZAMANI MOGHADAM
        The purpose of this study is to provide a model for the market for the sale of new goods using the one-to-one marketing method. Since in applied research, the main goal is not only scientific discovery, but also to test and study the application of knowledge, so the met More
        The purpose of this study is to provide a model for the market for the sale of new goods using the one-to-one marketing method. Since in applied research, the main goal is not only scientific discovery, but also to test and study the application of knowledge, so the method of this research is applied in terms of purpose and has been done by exploratory method. The data collection method is mixed (quantitative and qualitative) and the data collection tool is interviews with experts by conducting specialized interviews in Delphi method and a questionnaire. Therefore, 375 people from the market of selling new goods by one-to-one marketing method (in the quantitative section) and 17 experts and specialists in this field (in the qualitative section) participated in this research. The collected data were analyzed by descriptive and inferential methods through SPSS 16 and Smart PLS software. After conducting research, the results showed that: systematicity, technology orientation, design orientation, market orientation, resource use, the basis of efforts for new goods, conceptualization of new goods, and finally new product management; Under the heading of market components of selling new goods by one-to-one marketing method; Approved. Model fit tests showed the validity of the model. Manuscript profile
      • Open Access Article

        10 - Developing and validating a marketing model for private higher education institutions: an integrated study
        Roya Babaee Kasmaee Mohammd Ali Nadi
        Background: Due to major changes in policy and the state of higher education around the world, such as increasing diversity and growth of heterogeneous products of higher education, enhance the competitiveness of this industry, changes in geographical and social conditi More
        Background: Due to major changes in policy and the state of higher education around the world, such as increasing diversity and growth of heterogeneous products of higher education, enhance the competitiveness of this industry, changes in geographical and social conditions of students according to the new challenges of higher education, has pushed the entity in charge of science towards marketing has changed. Objective: Investigating the models and marketing strategies of higher education institutions of selected countries, to provide a model for higher education in the country (Case study: Islamic Azad University) Methods: Qualitative research method, Thematic Analysis, was gathered from 59 scientific articles from higher education institutions websites in the field of marketing. The quantitative research environment of the study was 3493 person and a sample of 346 teachers working at Azad University branches in five country clusters were determined. Data were collected from 145 balls questionnaire developed by the researchers based on the content network quality and to confirm the model of confirmatory factor analysis using LISREL software was used. Findings: The findings of the qualitative study, suggests that the Higher education marketing has 2 main themes, 9 sub-theme and 39 organizing theme and the confirmatory factor analysis of first and second part of the study has discussed the relationship between marketing concept of higher education and its components. Conclusion: Confirmatory Factor Analysis showed that each main theme of marketing higher education has a meaningful relationship with its sub-themes and subscales. It means “Creating and Providing a Value to Customers” main theme has a meaningful relationship with its 7 sub-themes and its subscales and also “Customer Relationship Satisfaction” main theme has a meaningful relationship with its 2 sub-theme and its subscales.   Manuscript profile
      • Open Access Article

        11 - Designing a Model for Marketing Intelligence Using Interpretive Structural Modeling Approach (Case Study of Internal Automotive Industry)
        babak yavarifar mohammad Mahmudi Meymand Ozhan Karimi Seyed Musa Khademi
        In order to survive in dynamic and changing markets, the organization needs a tool that can help overcome the environmental challenges of the competitive environment. Such a tool is marketing intelligence. Hence, with the aim of developing a marketing intelligence model More
        In order to survive in dynamic and changing markets, the organization needs a tool that can help overcome the environmental challenges of the competitive environment. Such a tool is marketing intelligence. Hence, with the aim of developing a marketing intelligence model, this study was conducted. In this regard, with the extensive study of the subject literature, in particular, in order to achieve the Islamic perspective of Iran, by referring to the upstream documents, 47 main factors of marketing intelligence were identified and structured with a three-branch analytical tool, in the form of a questionnaire provided to the automotive industry experts Iran is on By analyzing the data obtained from the collected questionnaires, 10 variables affecting identified marketing intelligence were confirmed. Then, the identified variables were entered in the second questionnaire, which was arranged using the ISM technique structure, and this questionnaire was provided to the experts of Iran's auto industry and the questionnaires were collected. Based on the results of the second questionnaire, using the ISM technique, the "marketing intelligence" model was designed. The insight this model provides to managers can help them realize the marketing intelligence in the organization. Manuscript profile
      • Open Access Article

        12 - The impact of SMEs Characteristics on Financial Performance Growth via the Mediating role of Prospective Marketing Intelligence and Strategic Flexibility
        Rasoul mehdikhani changiz valmohammadi
        Aim: The purpose of this study is to analyze SMEs Characteristics on Financial Performance Growth via the Mediating Effect of Prospective Marketing Intelligence and Strategic Flexibility. Background: SMEs pharmaceutical as the main actors of the supply chain have become More
        Aim: The purpose of this study is to analyze SMEs Characteristics on Financial Performance Growth via the Mediating Effect of Prospective Marketing Intelligence and Strategic Flexibility. Background: SMEs pharmaceutical as the main actors of the supply chain have become superior partners for larger companies, adopted with changing business scenario depends on Prospective Marketing Intelligence and Strategic Flexibility. Method: Data implemented with a sample mass of 175 SMEs managements. The research data were collected by questionnaire by email to the managers of SMEs. The validity and reliability of the questionnaire were confirmed before distribution. Data Analysis was conducted by SEM (Smart-PLS). Findings: SMEs characteristics have positive impacts on prospective marketing intelligence, prospective marketing intelligence has a positive impact on strategic flexibility and financial performance growth, and strategic flexibility has a positive impact on financial performance growth. SMEs characteristics don’t have meaningful impacts on performance growth. SMEs characteristics through prospective marketing intelligence have a positive effect on financial performance growth. Prospective marketing intelligence through strategic flexibility has a positive impact on financial performance growth. Conclusion: Managers use training about marketing intelligence to identify and extract strategic information sources and modify business strategies in line with environmental changes. Also, by utilizing marketing intelligence in social networks, they can gather information related to customers, competitors, products and markets faster and cheaper. Manuscript profile
      • Open Access Article

        13 - Construction and Lived Experience of Tourism Industry Experts and Experts in Tourism Marketing Using the Grounded Theory Method
        Abas Asadi Kambiz Heidarzadeh mohsen Khonsiavash mansooreh aligholi
        Bachground: Tourism industry as the most diverse and biggest industry in the world is the most important source of income and creating job opportunities for many countries in the world, so its marketing in the country is of special place.Objective: this study aims to ex More
        Bachground: Tourism industry as the most diverse and biggest industry in the world is the most important source of income and creating job opportunities for many countries in the world, so its marketing in the country is of special place.Objective: this study aims to explore the mental pattern of experts, tourism industry experts and some foreign tourists in Tehran from tourism marketing.Methods: The method used in this research is qualitative method based on data method and interviews with experts and experts in tourism field. The sampling used in this paper is theoretical sampling after conducting interviews and gathering information, the results obtained indifferent sections have been analyzed.Findings: in the proposed model, there are 12 main categories: institutional cooperation, deep understanding, tourism diplomacy, support of national economy, support of national economy, support of national economy, support of market research, introduction of capabilities, and institutional alignment, awareness and development of market research results in the consequences of global tourism diplomacy and support for the national economy.Conclusion: The results of this study showed that the mental model of tourism industry experts and experts can transform the development of the tourism market and bring about fundamental changes in the industry. Manuscript profile
      • Open Access Article

        14 - Model for inbound and outbound marketing in digital marketing
        Razieh Kokabi Kambiz Heidarzadeh bahram kheiri
        10.30495/jmfr.2022.20719
        In recent decades, the development of new communication technologies has led to dramatic changes in all aspects of social life and its effects are increasing day by day. The importance of digital marketing these days is not hidden from anyone and this importance is only More
        In recent decades, the development of new communication technologies has led to dramatic changes in all aspects of social life and its effects are increasing day by day. The importance of digital marketing these days is not hidden from anyone and this importance is only due to its rapid growth. It's not because the future of businesses depends on marketing. In the near future, all forms of traditional marketing will work in a new way, in line with digital marketing. Much of inbounded marketing or gravitational marketing relies on creating valuable content and attracting visitors. The present study is conducted with a mixed research approach and the statistical population is academic experts with marketing management expertise and experts active in the field of digital markets. The number of statistical samples in the qualitative stage is sufficient for 12 people to be interviewed and in the quantitative stage 161 digital marketing activists are selected in companies active in the field of internet marketing. In order to validate the model, Delphi method, confirmatory factor analysis and SWRAR technique are used for screening and prioritization of effective factors. Finally, after determining the categories, the general classes of the model are identified in the form of causal factors, pivotal phenomenon, background factors, strategies, intervening factors and consequences. Manuscript profile
      • Open Access Article

        15 - Conceptualization and Explanation of a Sustainable Entrepreneurial Marketing Model in Food Industry: Futuristic Research Approach
        NAEEMEH MOHEBI Karim Hamdi Zeynolabedin Amini Sabegh ehsan sadeh
        Abstract Background: The global market system is steadily moving in the future, and Iran is lagging behind in its development. Objective: To conceptualize and define a framework for evaluating sustainable entrepreneurial marketing. Method: This is a cross-sectional surv More
        Abstract Background: The global market system is steadily moving in the future, and Iran is lagging behind in its development. Objective: To conceptualize and define a framework for evaluating sustainable entrepreneurial marketing. Method: This is a cross-sectional survey. The statistical population consists of Iran's food industry companies. Sample size is in the qualitative section of 20 experts. Delphi method is used to conceptualize the sustainable entrepreneurship marketing assessment model: with future studies approach. . Then, in a quantitative section, 226 selected food companies of Iran were selected through a targeted sampling to test the model. Structural equation modeling and Amos software were used to examine the relationships between the elements of the model. Findings: Includes 11 dimensions with activity titles, opportunism, customer engagement, innovation, risk management, resource leverage, investment, vulnerability, information and product quality, local economy, and environmental integrity. Of these dimensions, the investment with a coefficient of 889/0, with 88.9%, is most important in predicting and explaining sustainable future entrepreneurship and the environmental performance is in the second place. The lowest percentages are among the dimensions of risk management. Conclusion: In order to realize this concept, investments should be made in order to meet the future needs of the society and to monitor the socio-economic and environmental performance with the goal of creating and strengthening the conditions for maintaining production and increasing profits in the future of food industry companies. Manuscript profile
      • Open Access Article

        16 - Analysis of The Drivers Affecting the Business Services Marketing with A Focus on The Perspective of Importing and Exporting Goods of Small and Medium Enterprises
        Gholam ali Rahimi vahid nasehifar Tahmineh Nategh
        10.30495/jmfr.2022.19493
        In the modern age, attracting and retaining customers for any organization is inevitable, and their durability is depending on strategies that are used to satisfy and attract customers and also convert potential customers to real customers and their loyalty. Due to the More
        In the modern age, attracting and retaining customers for any organization is inevitable, and their durability is depending on strategies that are used to satisfy and attract customers and also convert potential customers to real customers and their loyalty. Due to the rapid rate of change in firms, one of the factors of production in small and medium enterprises in line with the mutation of productin is modification of marketing because today marketing can be considered as one of the ways to achieve the goal of the companies with considering future research approaches.Given that this study focuses on firms that provide services, it aims to identify the drivers and factors that affect service marketing, including commercial services except for financial and insurance services. To this end, many drivers were collected by reviewing previous studies, interviewing experts in this field, and holding meetings with companies and service providers. The tool used in this study is fundamental data theory, by which the approach has been able to aggregate and classify the collected drivers and apply them to the Strauss and Corbin model.As a result of this study, 46 drivers were selected and classified into five categories of causal conditions, main phenomena, confounding conditions, context, strategy and outcomes. Manuscript profile
      • Open Access Article

        17 - A futuristic look at the Permission Based Marketing model in the field of banking using the Delphi approach (Case study: Bank Mellat)
        Elham Zarif chenarani mashhad esfandiar doshmanziari farzad asayesh
        10.30495/jmfr.2022.60639.2473
        The purpose of this study is to design, explain and present a Permission Based Marketing model in the field of banking among the employees of Bank Mellat branches.In this research, the combined method strategy has been used to answer the research questions. In this rese More
        The purpose of this study is to design, explain and present a Permission Based Marketing model in the field of banking among the employees of Bank Mellat branches.In this research, the combined method strategy has been used to answer the research questions. In this research, by means of Delphi method, the opinions of experts in this field have been collected and summarized. According to the purpose, the research is one of the applied and developmental researches and in terms of implementation method, it is a descriptive survey. First, the initial conceptual model extracted from the subject and background literature by the meta-integration method has been refined by organizational experts using the Delphi method. Data collection tool was an open questionnaire and purposive sampling method was judgmental. In the quantitative part, the Delphi process was performed in three rounds, and the criterion for stopping the rounds was reaching the Kendall agreement coefficient to an acceptable level.The findings show that Permission Based Marketing indicators in Bank Mellat can be grouped into six categories: advertising effectiveness, information technology, marketing capability, customer satisfaction, continuity of customer relationship and customer attitude, which are more important in terms of attitude Customer, advertising effectiveness, customer relationship continuity, customer satisfaction, information technology and marketing capabilities.The results showed that the bank's commitment to the customer is one of the main reasons for permission based marketing,Keywords: Foresight, Permission Based Marketing, Delphi Technique, Banking scope Manuscript profile
      • Open Access Article

        18 - Develop a Comprehensive Model for Evaluating the Factors of Electronic Marketing that Affect the Agile Supply Chain with the Approach of QFD in Iran Hamrah Aval operator
        mohammad reza motadel maryam shariati vahidreza mirabi
        10.30495/jmfr.2023.22500
        Background:Today, agility is recognized as a characteristic of competition, so its use in the supply chain of many companies has expanded, but these companies need a way to adapt to the dynamic needs in the least Time consolidates a large amount of information and deliv More
        Background:Today, agility is recognized as a characteristic of competition, so its use in the supply chain of many companies has expanded, but these companies need a way to adapt to the dynamic needs in the least Time consolidates a large amount of information and delivers it to different parts of the supply chain. E-marketing can be effective in solving this problem.Purpose:The purpose of this research is to"develop a comprehensive model for evaluating the factors of electronic marketing that affect the agile supply chain". Method:This research is applicational and descriptive-surveying with the modeling approach. The statistical population of this research consists of experts with common expertise in the field of IT and marketing in Hamrah Aval operator. The number of these people is 133, which was randomly selected.The questionnaire is used to collect the information, and the structural equation modeling approach, the one-sample t test, (AHP) approach and Quality Function Deployment approach,were used to analyse the data.Finding: The research results show e-marketing has an effect on supply chain agility and 7 factors, as the most effective e-marketing agents to respond to agility enablers and 7 tools the most effective e-marketing tools for budget allocation were identified and prioritized in order of weight.Conclusion: According to studies conducted in this field, no study has been conducted in relation to the present study. As a result, the proposed structure is presented as the first model that has the ability to be formulated and implemented according to the current variable situation. Manuscript profile
      • Open Access Article

        19 - Designing a digital marketing model in new businesses based on the needs of the retail market
        Mohammad Mehdi Sadr Hashemi Ebrahim Albonaiemi Mohammad Khoda Moradi
        10.30495/jmfr.2022.66347.2654
        The aim of this study is extract the digital marketing model in new businesses based on the needs of the retail market. The research method was qualitative-quantitative. In the qualitative part, data were obtained from interviews with 14 experts, business managers and m More
        The aim of this study is extract the digital marketing model in new businesses based on the needs of the retail market. The research method was qualitative-quantitative. In the qualitative part, data were obtained from interviews with 14 experts, business managers and marketing professors, and were reviewed by contextual theory. Based on the qualitative analysis and data method of the foundation, 145 concepts have been identified in the form of 6 main themes including: 1) Factors affecting the digitization of marketing or causal conditions (including 3 organizer themes, 6 basic themes and 16 concepts), 2) The structure of digitalization of marketing or central phenomenon (including 1 organizing theme, 5 basic themes and 15 concepts), 3) areas affecting the digitization of marketing or contextual conditions (including 3 organizing themes) 7 basic themes and 22 concepts), 4) intervention factors affecting the digitization of marketing or intervening conditions (including 3 organizing themes, 8 basic themes and 25 concepts), 5) marketing digitization strategies or Strategies and strategies (including 5 organizing themes, 14 basic themes and 39 concepts) and 6) Consequences of marketing digitalization or consequences (including 4 organizing themes, 10 basic themes and 28 concepts) are categorized . These concepts in relation to each other have created a conceptual model of research. Then, in the quantitative part, based on the collected data, the model is examined by the method of structural equations, the results of which indicate that 95% confidence in the relationships between the variables is confirmed. Manuscript profile
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        20 - Investigating the relationship between internal marketing and product quality through employee satisfaction
        Alireza Meibodi.sani aliasghar hadizadeh mohammadreza bahramzadeh
        10.30495/jmfr.2022.19499
        Today, in order to satisfy customers and increase their loyalty, service and manufacturing institutions are always trying to create various competitive advantages, based on which, they have often made marketing research and quality improvement as the main focus of their More
        Today, in order to satisfy customers and increase their loyalty, service and manufacturing institutions are always trying to create various competitive advantages, based on which, they have often made marketing research and quality improvement as the main focus of their research. The purpose of this study was to investigate the relationship between internal marketing and product quality due to employee satisfaction among employees and customers in the dough production company (instant dry yeast) with 360 employees, which has been done by descriptive and survey methods. The statistical sample of this study, which was selected from the dual statistical population of employees and customers, included 248 employees working in the factory and head office, as well as 355 customers of this product. To obtain this sample size for the customer population, the sampling method is based on the thumb rule and for the employee population, the simple random sampling method is used. The required data were collected by researcher-made questionnaires. In this study, SPSS software version 26 was used to describe information and model structural equations using Amos software version 24 to answer research hypotheses. The results of this study showed that there is a significant relationship between internal marketing and product quality due to employee satisfaction, which then the researcher made some suggestions based on this Manuscript profile
      • Open Access Article

        21 - Designing and measuring the optimal pattern of referral advertising process in Iranian society
        mahsa mosalla Vahid Reza Mirabi Hassan Esmailpur
        Referral advertising allows brands to send their messages to their customers through people they trust. In referral ads, the customer receives the ad from someone he or she knows beforehand and gives him or her more confidence in knowing that the person in question is n More
        Referral advertising allows brands to send their messages to their customers through people they trust. In referral ads, the customer receives the ad from someone he or she knows beforehand and gives him or her more confidence in knowing that the person in question is not the ad recipient. The purpose of the present study is to identify the factors influencing the likelihood of a customer being advertised and accepting referral advertising on the social network of Instagram. The research method is by nature in the category of Mixed Method (qualitative and quantitative). In the first stage, 8 variables were identified as influencing factors on the likelihood of advertising referrals through interviewing social network users on Instagram and analyzing interview codes with the Thematic Analysis approach: Social Media Characteristics, Product Characteristics, Intermediary Role, Consumer Demographic Characteristics, Content Characteristics, Reference Motivation, Brand Relationship Strength, and Interpersonal Relationship Strength. In the second phase, a questionnaire was developed and distributed to users of the social networking Instagram. A total of 334 questionnaires were collected and analyzed using structural equation modeling. The results showed that all these factors had a positive effect on the probability of referral and the probability of acceptance of the referral advertisement. Also regarding the moderating variables, the results showed that the two groups of youth and the gender of women had the most reaction to the model stimuli. Manuscript profile
      • Open Access Article

        22 - Future Scenario Planning for the Impact of Organizational Excellence on Marketing Management in Universities
        Vahidreza Mirabi Nassim Heidari Jalal Haghighatmonfared
        10.30495/jmfr.2022.56706.2297
        In this study, the future scenario of the impact of organizational excellence on marketing management in the field of universities was investigated. The statistical population of this study is the participants of specialists or experts. They need sufficient knowledge an More
        In this study, the future scenario of the impact of organizational excellence on marketing management in the field of universities was investigated. The statistical population of this study is the participants of specialists or experts. They need sufficient knowledge and experience in the subject, willingness, sufficient time to participate, and effective communication skills. Statistical sample of this research 10 industry experts have been selected for interview. Data collection tools in this research, field research includes books, articles, the Internet or any appropriate scientific source and reference of experimental findings and questions from elites and experts in related fields (interviews). After the interview, the information was analyzed. The interview analysis method is theme analysis. Team analysis is a method of determining, analyzing, and expressing patterns (themes) within data. The main themes extracted from the current research are human resources, value management and competitor identification. In the first scenario, the outlook for the next 10 years of the Azad University in Iran will not be considered very favorable if the current situation continues. With the continuation of the current trend, the share of university students is very small due to its capacities in our country. In the second scenario (rapid growth and connection with the world) it is proposed that Iran connect with the global economy by attracting more students. The third scenario is balanced growth and connection with the world. A 30% increase in student enrollment is one of the goals of this scenario. Manuscript profile
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        23 - Dynamic Analysis of Marketing Mix through Future Studies Approach
        Samira Bekr Hormoz Mehrani Masoud Qorban Hosseini sedighe Tootian
        10.30495/jmfr.2022.20263
        Background: The essence of strategy is the comprehensiveness of thought and agility of choice. In today's world, where the most important components describing it are dynamism and uncertainty, observing the challenging factors, both inside and outside the organizations, More
        Background: The essence of strategy is the comprehensiveness of thought and agility of choice. In today's world, where the most important components describing it are dynamism and uncertainty, observing the challenging factors, both inside and outside the organizations, not only makes it difficult to have a comprehensive look, but also makes the process of strategy development complex, and eliminates possible alternatives.Objective: The main purpose of this research is to enhance the learning of current behavior of the systems and to draw the future by scenario planning.Methodology: Future studies have been described as how to bring about the reality of tomorrow from the changes or stability of today. Scenario planning and simulation methods have been used to identify probable futures. This research has developed a model to determine the uncertain consequences of decision-making using dynamic methods, the expert’s judgment, and root causes, intermediate and main variables affecting the elements of new marketing mix in power plant services industry.Finding: The research model has been designed using system dynamics technique and Vensim software. The behavior of variables has been simulated using real figures of the industry and the interactions between variables and their effects on overall system have been evaluated and results extended to the future.Conclusion: The result of this research is the prioritization of the strategic elements of the marketing mix, providing model for evaluating their situation and proposing solutions for reviewing or strengthening marketing strategies in the industry mentioned taking into account the simulation results. Manuscript profile
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        24 - Fourth Dimensional Model for Boosting Electronic Marketing of Future Conversational Industries at 1404 Horizon (Focusing on Electronic Marketing Mix of Zanjan Province)
        babak molaei Afsaneh Zamanimaghadam Firozeh HajialiAkbari
        10.30495/jmfr.2022.20718
        AbstractThe purpose of this study was to provide a four-dimensional model for strengthening the electronic marketing of the future transformative industries at the 1404 horizons (focusing on the electronic marketing mix of Zanjan province). The method of this research i More
        AbstractThe purpose of this study was to provide a four-dimensional model for strengthening the electronic marketing of the future transformative industries at the 1404 horizons (focusing on the electronic marketing mix of Zanjan province). The method of this research is based on the type of purpose, mixed, applied and exploratory method in a survey method. The validity of the research is based on the construct validity and reliability of the questionnaire by the Cronbach's alpha method (0.735).The statistical population of this study was 600 people in the qualitative section of the academic experts and managers and experts of the Jihad-e-Agriculture Organization of Zanjan Province, and in the quantitative section, experts of Jihad-e-Agriculture Organization of Zanjan Province, 600 people. Using simple random sampling method, a statistical sample was used. The Cochran formula was used to determine its volume and distributed and collected based on 234 questionnaires. Also, descriptive statistics and inferential statistics were used to analyze the data. Independent T-test was used to identify the effective components and compare the existing and desired status, and Friedman's test was used to rank the identified components with the help of Excel and SPSS software. Is.Dimensions, components and indicators of electronic marketing in the transformation industry focused on the electronic marketing mix: price (payment method, discount, price based on value, auction and advertising); in the end, according to the results of the research, applied proposals for presentation Has been. Manuscript profile
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        25 - A Futurology-Based Study into the Key Factors Affecting the Competitive Advantage with an Emphasis on Social Marketing (Case Study: Refah Bank Staff)
        mahdi karimian kakolaki Mohammad Haghighi abdolkhalegh gholami chenarestan olia
        10.30495/jmfr.2022.20721
        This research took a futurology-based approach to study and analyze the key factors influencing the competitive advantage with an emphasis on social marketing in Refah bank staff. The study was of applied type in terms of its purpose and of descriptive type in terms of More
        This research took a futurology-based approach to study and analyze the key factors influencing the competitive advantage with an emphasis on social marketing in Refah bank staff. The study was of applied type in terms of its purpose and of descriptive type in terms of data collection. The six hypotheses used in this study were taken from a conceptual model which was obtained in a qualitative research. Further, the data was gathered via a researcher-developed questionnaire. The statistical population of the study included 200 mangers and experts of Refah bank. The sample of the study also consisted of 127 managers and staff done by gorjesi and Morgan table through clustering method. For validity check, face and content types of validity were checked and for reliability, Chronbach alpha was used. Given the low number of participants, PLS, which is a variance-based technique for path modeling, was employed to analyze gathered data. The obtained results of the study confirmed all of the hypotheses. Accordingly, it could be concluded that the key factors influencing the competitive advantage for Refah bank staff are “social responsibility”, creating confidence and welfare for customers”, “implementing customer–oriented policies”, and “emphasizing on customers’ fidelity and satisfaction” through purposive marketing and green marketing methods. Manuscript profile
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        26 - The Factors, Antecedents and Consequences Affecting on Formulating Political Marketing Strategies
        Hamidreza Teymori Kambiz Shahroodi Ali Esmaeilzadeh Moghory Farzin Farahbod
        10.30495/jmfr.2021.19489
        The purpose of this study is to identify the factors, antecedents, and consequences that effect on the formulation of political marketing strategies through the study of the literature. To accomplish this goal, systematic literature review is applied to collect and inve More
        The purpose of this study is to identify the factors, antecedents, and consequences that effect on the formulation of political marketing strategies through the study of the literature. To accomplish this goal, systematic literature review is applied to collect and investigate the previous studies; the main focus of this method is integrating automated and manual search strategies which cover 19 related research papers published in the area of "formulating political marketing strategies" for the period from 1995 to 2018 for English articles and 1392 to 1398 for Persian articles. Explaining the main issue in the field of candidates' political actions without identifying and determining the relationships between them is almost difficult and far from the underlying facts. The research findings show that advertising, voter segmentation, and the creation, maintenance and promotion of long-term relationships and competitive analysis have the most frequency among the factors influencing the formulation of political marketing strategies. Manuscript profile
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        27 - Evaluation of accordance between organization strategy with marketing strategy in top ranking company of Iran food industry
        Nasser Poursadegh S. Yalda Sekhavati
        Strategic accordance is defined as proper and timely implementation of informationtechnology in accordance with business strategies, points and needs.Review of literature shows a positive interaction between competitive strategies, informationtechnology and proper funct More
        Strategic accordance is defined as proper and timely implementation of informationtechnology in accordance with business strategies, points and needs.Review of literature shows a positive interaction between competitive strategies, informationtechnology and proper function of the organization. Managers, who succeeded to integrate thesestrategies, emphasize on the vital role of this integration.This study examines the effect of congruity between organizational and marketing strategies,based on miles –snow classification (defensive, analytical and prospective strategies). After thisclassification, ideal profiles for each of these strategies are proposed. 10 top ranking companiesin the field of food industry comprise the study population, which were analyzed via 60questionnaires.Two main questionnaires including 15 and 18 questions were designated to test theories insurveillance section. Cronbach's alpha co efficient for reliability of result was 0.786. Piersontest was used to evaluate factors involving data process. Finally relationship between strategicaccordance and proper function of the organization was evaluated. Manuscript profile
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        28 - Evaluation of accordance between organization strategy with marketing strategy in top ranking company of Iran food industry
        Nasser Poursadegh S. Yalda Sekhavati
        Strategic accordance is defined as proper and timely implementation of informationtechnology in accordance with business strategies, points and needs.Review of literature shows a positive interaction between competitive strategies, informationtechnology and proper funct More
        Strategic accordance is defined as proper and timely implementation of informationtechnology in accordance with business strategies, points and needs.Review of literature shows a positive interaction between competitive strategies, informationtechnology and proper function of the organization. Managers, who succeeded to integrate thesestrategies, emphasize on the vital role of this integration.This study examines the effect of congruity between organizational and marketing strategies,based on miles –snow classification (defensive, analytical and prospective strategies). After thisclassification, ideal profiles for each of these strategies are proposed. 10 top ranking companiesin the field of food industry comprise the study population, which were analyzed via 60questionnaires.Two main questionnaires including 15 and 18 questions were designated to test theories insurveillance section. Cronbach's alpha co efficient for reliability of result was 0.786. Piersontest was used to evaluate factors involving data process. Finally relationship between strategicaccordance and proper function of the organization was evaluated. Manuscript profile
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        29 - Past, Present and Future of Marketing Practice: A critical Analysis
        Pejman Jafari
        Marketing consists of two different spheres including theoretical and practical. Although, theacademic aspect is quite new not more than a century but the practical aspect exists from thefirst of business history. This article is trying to introduce one of theoretical a More
        Marketing consists of two different spheres including theoretical and practical. Although, theacademic aspect is quite new not more than a century but the practical aspect exists from thefirst of business history. This article is trying to introduce one of theoretical attempts inmarketing practice.Present research is based on a critical review on typology study of contemporary marketingpractice which was developed by Coviello et al (1997) and has come to this result that if we aresupposed to have such classification scheme, a deep modification would be vital for applying indeveloping countries like Iran. Manuscript profile
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        30 - An Examination of the Effect between Trust, Commitment and Relationship Quality In the Retailing Industry (Shahrvand Chain Stores)
        K. Heidarzadeh E. Mollaei
        Attempts to examine the concepts of Trust and Commitment, on two levels of Retail Relationships: theSalesperson level as well as the Store level, and test their impact on Relationship Quality. Based on a reviewof the literature, a conceptual model has been developed tha More
        Attempts to examine the concepts of Trust and Commitment, on two levels of Retail Relationships: theSalesperson level as well as the Store level, and test their impact on Relationship Quality. Based on a reviewof the literature, a conceptual model has been developed that links Trust and Commitment to RelationshipQuality. A number of research hypotheses have been formulated to examine the relationships proposed. Themain variables include: Salesperson Trust, Store Trust, Salesperson Commitment, Store Commitment andRelationship Quality.This article presents the result developed and discusses some empirical findings from a survey ofShoppers in Sharvand Chain Stores setting in Tehran. In particular, the two levels of relationships(Salesperson and Store level) are examined from the Customer’s Perspective, using Path Analysis (SPSS).The findings in this study indicate that for the establishment of higher levels of Relationship Quality in aCustomer-Salesperson Retail Relationship, it is very important that a customer has a high level of Trust inthe Salesperson and feels committed to the Salesperson. The importance of Commitment in RetailRelationships (Customer-Store) is stressed by its strong relationship with overall Relationship Quality.Consequently, Salesperson Trust rather than Store Trust is a significant predictor of overall RelationshipQuality. Despite that, Customers’ Interactions with the Salesperson are likely to shape their perceptions ofRelationship Quality to a certain extent. This implies that Trust and Commitment in the Salesperson is likelyto have some indirect effect on Trust and Commitment in the Retail Store. Concludes with a discussion ofthe implications of the study and provides directions for future research. Manuscript profile
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        31 - The evaluation of relationship between customer value and customer relationship management performance
        K. Heidarzadeh A. Zendehdel Ali Hossin Soltani
        Current studies (2004) show a potential challenge between customer management relationship(CRM) and customer value in achieving superior performance. In fact one of the main obstacles inassessing the performance of CRM is not knowing "factors which create superior custo More
        Current studies (2004) show a potential challenge between customer management relationship(CRM) and customer value in achieving superior performance. In fact one of the main obstacles inassessing the performance of CRM is not knowing "factors which create superior customer valueand process of offering this value to customers." The focus of this study is on "the effects ofdimensions of customer value on tangible and intangible functions of CRM on Modeiran Company(the exclusive representative of LG monitors.)"The information of statistical society, the buyers of the products of this company, on the first halfof the year 1384 was studied on the basis of available data. Moreover, using a questionnaire,customer information was gathered.The main variables include: performance value, social value, emotional value, perceivedsacrifices, loyalty to brand, customer satisfaction, and the performance of CRM. The type of presentstudy is correlational investigation with applied and sectional nature.According to the results, "perceived sacrifices" do not have a direct and negative (reversed)relationship with variables of the performance of CRM on the basis of customer behavior, customersatisfaction and customer loyalty. In other words, the increase of material and immaterial losses,due to buying LG monitors did not lead to decrease of loyalty or satisfaction, which is the result ofthe quality of the services and products. This study has revealed a direct and positive relationshipbetween emotional and social values with the performance of CRM on the basis of customerbehavior. This shows the popularity of LG monitors in Iran's market and customers' satisfaction ofthis product. Manuscript profile
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        32 - Investigation the Role of Country of Origin (COO) on Evaluation Consumer about Foreign Product
        K. Heidarzadeh M. Sanati
        The growth of global competition and the necessity of attention to international matters led thisresearch to engage in one of major subjects of International Marketing fields as “Country of Origin”(COO).This research, in frame of an explorative study assesse More
        The growth of global competition and the necessity of attention to international matters led thisresearch to engage in one of major subjects of International Marketing fields as “Country of Origin”(COO).This research, in frame of an explorative study assessed the role of COO in consumer’s evaluationabout foreign products. In this way, consumers’ attitude specified about five different countries,including Japan, Germany, France, South Korea and China. The results show that based on COO,consumers’ attitude for foreign product attributes were different, and, just in a few from theseattributes the differences between countries were not significant. Also the results indicate that whenbuying, consumers give the highest priority to Germany (68.2%). but, with knowing the special typesof products, they prefer the German cars or Japanese home appliance . In Hygienic and Cosmetics theygive the priority of first to France, second to Germany and at last Japan and in automobile to Germany,Japan and France respectively.Furthermore, in this research the effect of demographic variables were considered too. Manuscript profile
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        33 - Survey of the Impacts of Effecting Factors on Consumers’ Attitude & Behavior and their effects on FMCGs Company's Future Decisions about Brand Extension Strategy
        Abbas Saleh Ardesteni Behrooz Ghasemi Samaneh Parsa
        In this article we want to find factors which affect on brand extension success, in order we can examine effecting local factors that help FMCG`s Iranian companies introduce their new products whit this strategy. So, the aim of this paper is study the effect of factors More
        In this article we want to find factors which affect on brand extension success, in order we can examine effecting local factors that help FMCG`s Iranian companies introduce their new products whit this strategy. So, the aim of this paper is study the effect of factors such as: "self-connection, quality, nostalgia, marketing activities & brand features" on attitude & behavior of a consumer about a product with an extended brand; & also the effect of attitude on behavior. Therefore, we analyze consumers` reaction about an assume product with Parjak extended brand (low-fit) & a real product with Taj extended brand (high fit). In this descriptive-survey article, for gathering data we use a questionnaire. Findings among others indicate that: Parjak: (which doesn't have extending experience & in this paper it`s extended product is assumed –low fit): "Self-connection, quality, nostalgia, & brand features" affect on "behavior" & "self-connection, & quality" affect on consumer`s "attitude". Taj: (which has extending experience & in this paper it`s extended product is real–high fit): "Self-connection, quality, nostalgia, &, marketing activities" affect on "behavior" & "self-connection, & quality" affect on consumer`s "attitude". Manuscript profile
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        34 - Navigational Characteristics Effectiveness of Web Sites on Consumer Behavior and Pre-Purchase Intentions
        K. Hamdi K. Heidarzadeh B. Khodayari
        As internet usage increases world wide, one important objective of firms on the web is effectivecommunications with consumer.This study looks at the factors that can affect customers’ purchase & sale website, and it models the behaviorof consumers when they ar More
        As internet usage increases world wide, one important objective of firms on the web is effectivecommunications with consumer.This study looks at the factors that can affect customers’ purchase & sale website, and it models the behaviorof consumers when they are confronted with the navigational characteristics of an internet site. The model ofconsumers’ web navigational behavior designed by Marie-odile Richard and Ramdas Chandra are taken intoaccount to empirically test. Factors in this study are:Challenge, skills, Interactivity, Reasons to visit a website, need for cognition, optimum stimulation level,Navigational cues, site involvement, Exploratory behavior, Attitudes toward the site, pre Purchase intentions.The data were collected online from the home page of on Iraneservice site.We use structural equations modeling to test 10 major hypotheses and 28 sub hypotheses. Statistical analysisof this research is done using Lisrel& SPSS software.The findings generally indicate, what type of consumers (according to their skills, challenge, need forcognition, optimum stimulation level, etc.) are more likely to seek product related information from theinternet, what is the influence of navigational characteristics, and under what circumstances the engage inthis activity (reasons to visit a web site).In addition, with know the positioning of information search in the buying decision process, if marketers canidentify which consumer segments in their market niche rely more heavily on navigational characteristics,and how to decrease the difficulty of navigating on their site for novice surfers. Manuscript profile
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        35 - Analyzing the reasons for unpopularity of ATM cards in Tehran and introducing an appropriate framework to increase the use of these cards
        D. Venus M. Mokhtaran
         The main purpose of the survey is to analyze why ATM cards are not so welcomed, and also tomaintain and increase the number of the users of such cards. The theoretical framework of theresearch is based on Marketing Mix of (7P) services and according to this, seven More
         The main purpose of the survey is to analyze why ATM cards are not so welcomed, and also tomaintain and increase the number of the users of such cards. The theoretical framework of theresearch is based on Marketing Mix of (7P) services and according to this, seven (7) hypotheseshave been presented and appropriate statistical analyses have been conducted to confirm or rejectthe hypotheses.The research is a descriptive survey.The statistical population consists of the users and non-usersof ATM cards in Tehran during 1382, and by distributing 400Questionnaire between the visitors of the bank, a sample of 120 subjects of non-users and anothersample of 140 subjects of users have been classified .Cronbach Alpha quotient has been used to determine the reliability of the questionnaire, whichwas %84 .Median test, Mean intensity, One way analysis, Cruscal-Wallis, Friedman, Scheffe havebeen used to test the hypotheses. According to the result of the statistics, variable of Process wasgraded the first, variable of Place and Personnel were graded the second, variable of Product gradedthe third. variable of Price graded the forth, and variable of Promotion and Physical evidencegraded the fifth, and accordingly, an example has been introduced which presents the appropriatesolution for the use of Iran’s Banking system. Manuscript profile
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        36 - Study and Effectiveness of Marketing Mix (Service) on Customer Relationship Management (Especial Ref. to Insurance Industry )
        V. R. Mirabi
        Insurance industry is one of the most valuable industry in every society that causes development'scountry. Today in all developed country insurance plays an important role in development of countries, because they believe that insurance plays an important role in all pa More
        Insurance industry is one of the most valuable industry in every society that causes development'scountry. Today in all developed country insurance plays an important role in development of countries, because they believe that insurance plays an important role in all part of economy and bycompensation damages of doing economic and developed activities of society increase investmentmotivation. In other word, Insurance industry as a collection of economic agencies consider cost andbenefit and in optimum point should prepare the best services by the least of cost that it leads to fastermovement of country development . One of the characteristic of insurance companies is being it's vitalrole in financial matters that makes dynamic movements or changes in growing and developing capitalmarket , beside in they prepare security in all economic activities via corporation and using financialsources . In spite of fundamental and important role of Insurance industry in financial market , activeentities in this markets don't have cohesiveness and integration and they manage process traditionallythat causes effects on other economic parts. Insurance industry partnership in capital market in Iran incomparison of other developing and developed country shows that it can increased between 30% -100% . We can use marketing techniques to improve Insurance industry in Iran by considerationpotential capabilities in Insurance industry in Iran. Manuscript profile
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        37 - Evaluation of Direct Marketing Application in Non-profit Services Organizations (Case Study: Karaj’s Art Organizations)
        M. A. Abdolvand K. Heidarzadeh M. Najafi pirasteh
        In the present competitive world of today, marketing people are looking for customers. One of theimportant communication means in business is promotion wich one of the tools is direct marketing. Asscience and technology progressed, direct marketing has extend more. As u More
        In the present competitive world of today, marketing people are looking for customers. One of theimportant communication means in business is promotion wich one of the tools is direct marketing. Asscience and technology progressed, direct marketing has extend more. As using direct marketingmethods are cammon is developed countries, and they are also used in service organizations and nonprofitinstitutions, in this research the use of these means in non-profit servise organizations isanalyzed.This research is based on practical and mensurable methods and it is limited to istatisticpopulation of art organizations in Karaj in 2009. More over a number of software including SPSSStatistics 17, LISREL 8.54, SPLS M3 are used for analyzing the data.The data is gathered and proccesed via questionaries and the results are as following:The bigger the size of an art organizations is, the higher the degree of marketing effort will be; but ithas no effect on formalization of the organization.The formalization of an art organization has no effect an external integration; however, it is directlyrelated to managerial self confidence, marketing effort, and direct marketing implementation. Thehigher the managerial self confidence is, the better the direct marketing implementation will be. Thereare no relation between marketing effort and direct marketing implementation and seson-ticketsubscription; however, marketing effort causes the increase of sales performance and fundrisingperformance. Manuscript profile
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        38 - Application of MPT & PMPT in Evaluation of Risk ( Financial-Marketing Approach to Iran Cement Industry )
        H. R. Vakilifard J. Barzigar
        According to Modern Portfolio Theory , the total risk dividend into two types : uncontrollable risk( systematic risk ) and controllable risk ( unsystematic risk ) . therefore , determining of systematicrisk and comparing it with unsystematic risk can assist cement Co. m More
        According to Modern Portfolio Theory , the total risk dividend into two types : uncontrollable risk( systematic risk ) and controllable risk ( unsystematic risk ) . therefore , determining of systematicrisk and comparing it with unsystematic risk can assist cement Co. managers & shareholders .In the reality word , shareholders decide about financial assets based of post modern portfolio theory(PMPT) , so comparing of different risks through undesirable risk creates realler results. So, in thisresearch , In the first process , is done the quantitative evaluation of cement risks with the financialapproach and in the result of it cleared that in the research time territory , the undesirable risk of thecement co. portfolio, in every years, was more than the risk of the market co. portfolio and alsorecognized that unsystematic risk of the cement companies is more than their systematic risk .So , the most of the risk that affecting the cement co. returns is rise of the internal factors , such as :the company management or cement industry and the external factors , such as : market factor has hadthe low affect on the risk of the cement co. portfolio returns and the reason of it is that the allgovernments is accepted the cement supply in every conditions and so , the cement industrial is noteffected of environmental changes .In the second process , is done the qualitative evaluation (identifying & rating) of Cement risks withthe marketing approach .For identifying and rating the existing risks in the cement industrial through the questionary andopinion assessment , is analyzed replies and the below results is obtained :The change in foreign exchange , inflation , governmental annoyer regulations , no foreign investment, natural unexpected events , political occurrences are effective in systematic risk in cement companiesand determined that The cheapness of the cement sale price & the governmental control on prices , thelack of the skill workers , the lack of sufficient liquidity , the lack of innovation and competition ,the hard to return of projects and the same pricing for the same cement formula with different qualities, unstability in issuance of cement exporting licences , unsafe activity of broker network in cementdistributions , weariness of equipments & installations , using of present valence in minimum of scale ,the cement smuggle and the cement import are effective in unsystematic risk of cement companies .also , The cheapness of the cement sale price & the governmental control on prices , the lack of theskill workers , the lack of sufficient liquidity , the lack of innovation and competition , the hard toreturn of projects and so on , are the most serious factors in increasing risk in cement corporations .Also, privatising and private management , foreign investment , private management with governmentsupervision and export , are the most serious factors in decreasing risk in cement corporations . Manuscript profile
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        39 - The Impact of the Adoption Business Intelligence among Iranian Banks
        Marzieh Faridi Masouleh
        Manuscript profile
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        40 - The impact of organizational reputation on green marketing from the perspective of women consumers of organic products
        صدیقه طوطیان اصفهانی شهرزاد طیاران نفیسه ملا صالحی
        Background: Earth is one of nature's gifts of God to the human race is. Unfortunately, the Industrial Revolution, followed by rapid scientific progress, resulting in increased pollution of the environment. Objective: This study investigated the effects of corporate repu More
        Background: Earth is one of nature's gifts of God to the human race is. Unfortunately, the Industrial Revolution, followed by rapid scientific progress, resulting in increased pollution of the environment. Objective: This study investigated the effects of corporate reputation is on green marketing.Methods: The study population consisted of all consumers of organic products in the West of Tehran. Using Cochran and simple random sampling method 385 persons were chosen. In addition to collecting data from questionnaire software LISREL and spss were used. In the study to measure organizational reputation questionnaire to measure Yang and Kord-e Shul and Bozanjani green marketing questionnaire (1391) was used.Findings& Conclusion: The results obtained in this study indicate that corporate reputation index (validity and reliability, reputation, expertise, corporate responsibility, enterprise management and financial performance) has a significant impact on marketing green (green product, green promotion, price and distribution green green) are. Thus, the main hypothesis of this study indicate the impact of organizational reputation on green marketing will be accepted. Manuscript profile
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        41 - Evaluate brand-based marketing based on competition strategy policies in the management of brand-owned state-owned companies
        soheil karimirad Leila andervazh
        10.30495/ijpa.2022.66749.10863
        Background: Given the competitive environment in the insurance industry, maintaining and developing market share is the result of competitive strategy policies. Therefore, identifying the factors influencing competition strategy policies is considered an important issue More
        Background: Given the competitive environment in the insurance industry, maintaining and developing market share is the result of competitive strategy policies. Therefore, identifying the factors influencing competition strategy policies is considered an important issue in strategic brand-based marketing decisions. According to the findings, brandorientation stimulates the development of organizational identity and organizational identity also plays an important role in implementing brand-oriented marketing and improving the strategy of competitive strategy policies. Objective: The aim of this study was to investigate the effect of brand-based marketing on competition strategy policies with emphasis on the role of organizational identity intervener in Iran Insurance Company. Methods: The research method is descriptive-correlational. The research population includes 400 employees of Iran Insurance Company. The sampling method used was simple random and the sample size was 196 based on Morgan table. It was analyzed in descriptive statistics by SPSS software. SMART-PALS software was used to test the developed hypotheses. Results: Findings obtained from path coefficients and significant coefficients showed that brand-based marketing have a significant and positive effect on competition strategy policies (β = 0.407, t = 4.821). Brand-based marketing has a positive and significant effect on organizational identity (β = 0.828, t = 28.171). It was also concluded that organizational identity has a significant and positive effect on competition strategy policies (β = 0.489, t = 5.817). Another result of the study showed that organizational identity can play a mediating role between the relationship between brand-based marketing and competitive strategy policies. Conclusion: The result of this study indicates that paying attention to brand-oriented marketing equips Iran Insurance Company with capabilities and capabilities that can have many results and consequences for companies such as company growth, profitability, increasing market share and increasing competitiveness.  Manuscript profile
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        42 - Implementation of digital marketing policy in the field of social networks With a data foundation approach
        nadia mohseni ali norozi mobarake abdalah naami mohamad reza kashefi neyshabori
        10.30495/ijpa.2022.67552.10900
        Background and Aim: This study aims to implement a digital marketing policy in the field of social networks with a data foundation approach.Method: The present study was conducted by qualitative method and to construct a paradigm model of accurate interviews related to More
        Background and Aim: This study aims to implement a digital marketing policy in the field of social networks with a data foundation approach.Method: The present study was conducted by qualitative method and to construct a paradigm model of accurate interviews related to data-based theory with samples that were selected using snowball sampling method from all prominent academic experts, managers and experts of companies. شد. In the paradigm model of data-based theory, the main phenomenon of this research is the process of developing a digital marketing model in the field of social networks, taking into account the customer experience.Findings: According to the dimensions of the subject and related studies, it was concluded that values ​​(infrastructure, market orientation, entrepreneurship, innovation), skills (hardware and software) and marketing are effective factors in digital marketing. This impact will be more effective with factors such as business purpose, learning-based empowerment, communication pattern and customer relationship.Conclusion: The results showed that; Given the activity of a large part of the community on social platforms such as Telegram, Instagram, Twitter, presence and marketing on social media, it will be useful for almost any business. Manuscript profile
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        43 - Provide a model for digital marketing improvement policy in the retail industry with emphasis on the post-Corona era
        Ziba Hosseini Alireza Rousta Farzad Asayesh Nader Gharibnavaz
        10.30495/ijpa.2022.66523.10852
        Background: Marketing policy is a set of principles and rules in the field of marketing that guide the decisions of the organization. Policies are framed by the organization's senior management to act as a solution for operational decision-making.Objective: In recent ye More
        Background: Marketing policy is a set of principles and rules in the field of marketing that guide the decisions of the organization. Policies are framed by the organization's senior management to act as a solution for operational decision-making.Objective: In recent years, with the advent of the corona virus, many people have reduced their side activities. The spread of new strains of the virus is spreading rapidly. Therefore, considering the importance of this field, the present study has presented a digital marketing model in the retail industry with an emphasis on post-corona.Methods: The qualitative statistical population of the research has been done by available sampling method to 35 experts and the quantitative statistical population is all experts and activists in the marketing industry. In this study, the required data were first collected by documentary analysis method.Findings: Then, in order to examine the views of experts, thinkers, managers and professors, the semi-structured interview method has been used and to reach the final model, the Delphi test has been used.Conclusion: The final results of the test are in the form of four areas: digital marketing planning, use of social networks, digital marketing performance, and customer engagement and participation. Manuscript profile
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        44 - Presenting a Model for Identifying the Dimensions and Components of Personal Marketing Skills of Faculty Members (Case Study: Ardabil Universities)
        Mohsen Shirpour Sadraddin Sattari Rasoul Vazifeh
        10.30495/ijpa.2022.65925.10840
        Background: The university provides higher education and research with the aim of promoting, transferring knowledge and training human resources in various fields of science and technology. This requires capable faculty. Therefore, some faculty members are looking for p More
        Background: The university provides higher education and research with the aim of promoting, transferring knowledge and training human resources in various fields of science and technology. This requires capable faculty. Therefore, some faculty members are looking for personal marketing, branding and excellence in the region, province or country.  Objective: The purpose of this study is to "provide a model for personal marketing of university faculty members" in the spatial territory of Ardabil province between 1396 to 1399. Methods: The research method was a combination of quantitative and qualitative methods. Qualitative information was collected through semi-structured interviews with 20 marketing experts and faculty members from public and private universities in Ardabil province, and was designed with coding, dimensions and components of research, identification, and the initial research model. Using this model and the findings of the qualitative section, a questionnaire was designed whose validity was confirmed by convergent validity and its reliability by Cronbach's alpha. The sample consisted of 373 other faculty members from public and private universities in the province. Using the structural equation model, the dimensions of the personal marketing model of the faculty members of Ardabil universities were found. Findings: Based on the findings of the structural equation model, the components of executive skills (0.813), scientific skills (0.886) and attitude skills (0.783) are among the personal marketing skills of faculty members. Also, the fit of the model indicates the desirability of the research model. Conclusion: Based on the results of this study, it can be said that university faculty members need to acquire scientific, executive and attitude skills to achieve personal skills. . Manuscript profile
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        45 - A Study to Set Policies and standards for an Emotional Marketing Model in order to come off Good Governance
        Siamak Naseri vahid araei Mina Jamshidi
        Purpose: The purpose of this research is to explain the sensory marketing policy in order to realize good governance in a society of recipients of financial services. Method: In the first part, which is the initial stage and qualitative assessment, the statistical popul More
        Purpose: The purpose of this research is to explain the sensory marketing policy in order to realize good governance in a society of recipients of financial services. Method: In the first part, which is the initial stage and qualitative assessment, the statistical population of the research consisted of professors, managers and experts in the field of sensory marketing, of which 10 people were selected as a series of experts. In the second part, which is a quantitative part, a sample of 384 people was selected from the community of recipients of financial services. Findings: the dimension of emotional performance with a factor load of 1.55, the dimension of emotional self-efficacy with a factor load of 1.27, and the dimension of sensory participation with a factor load of 1.25 have respectively been more valid than other dimensions. Conclusion: The dimension of emotional performance includes 4 components of understanding emotions, the quality of emotional relationships, responding to emotions and creating motivation, the dimension of sensory self-efficacy has three components of capacity-building, education and communication, and the dimension of emotional participation includes four dimensions of awareness, social skills, and value creation and strategies. Manuscript profile
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        46 - Effect of Marketing Capabilities, Innovation, Entrepreneurship Tendency through Social Network Sites Variable on The Performance (Case Study: Qavamin Bank)
        Hosseini Zahiri Zahra Amirhosseini Elham Faridchehr
        Background and purpose: in this study, one tries to shed light on the effect of independent variables of marketing capabilities, innovation and entrepreneurship through mediator variable of social network sites on performance as the dependent variable of this study. Met More
        Background and purpose: in this study, one tries to shed light on the effect of independent variables of marketing capabilities, innovation and entrepreneurship through mediator variable of social network sites on performance as the dependent variable of this study. Methodology: this study is practical by purpose and descriptive survey in terms of nature and by content it is correlation. This study is conducted through comparative arguments-inductive. Statistical population of this study is consisted of all senior managers and experts of Qavamin bank branches in Tehran with 288 people among which 167 have been singled out through random method of cluster type as sample size. Data collection tool was questionnaire which its validity of its content has been established by confirmatory factor analysis and its reliability was established by Alpha Cronbach. For analyzing the collected data, structured equation modeling and regression coefficient are used. Results: obtained results of study showed that entrepreneurship tendency, pioneer feature, competitive feature and risk taking influence on the performance and independence has no effect on performance. Thus, entrepreneurship tendency influences on performance. From other side, innovation and marketing capabilities influence on performance. Meanwhile, marketing capability dimensions, market orientation influence on performance and commercial name has no influence on performance. Finally, it has been revealed that entrepreneurship tendency also can influence on financial and nonfinancial performance through mediator variable of social network sites. Manuscript profile
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        47 - Relationship between business strategy and knowledge capabilities and banking economic marketing activities
        Aliasghar Poorteymoor soheila zarinjoy alvar elaheh naseri
        In the current volatile and uncertain environment, banks need to expand their tangible and intangible resources and internal capabilities to respond to environmental changes. Therefore, they can achieve macro and long-term goals if they have a codified strategic plan. I More
        In the current volatile and uncertain environment, banks need to expand their tangible and intangible resources and internal capabilities to respond to environmental changes. Therefore, they can achieve macro and long-term goals if they have a codified strategic plan. In this research, the researcher provided a model for explaining business strategy with infrastructure factors and knowledge capabilities on the economic performance of the bank using the data base method. Based on this, the sample of this research is the actors and experts in the field of banking in the country who were selected from among the senior executives of the banking field based in Ilam province. Theoretical sample to be interviewed Based on the theoretical sampling method and using the snowball method, first 6 people were interviewed as the primary target sample and finally 19 people were interviewed until the model reached theoretical saturation. The main findings of the research are presented in two parts: conceptual framework and conceptual model. In this model, in addition to special emphasis on internal factors affecting productivity such as manpower, intellectual capital, as well as the context and structure of technology, Allenver's parameters have been considered, this model increased the efficiency of bank knowledge management and economic performance. Manuscript profile
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        48 - The optimal method of international payment based on corporate banking and the role of entrepreneurs based on the social marketing approach
        Mojtaba Bayat Ahmad Sardari naser azad Abdollah Naami
        Due to the current situation in Iran and the existence of currency problems in transferring currency from Iran to other countries, the need to identify the appropriate international payment method in the face of sanctions, as a social responsibility has become more nece More
        Due to the current situation in Iran and the existence of currency problems in transferring currency from Iran to other countries, the need to identify the appropriate international payment method in the face of sanctions, as a social responsibility has become more necessary for the country's Banking system. In this article, it has been tried to choose the most suitable international payment method focusing on foreign brokers in Iran's Banking system, so that in addition to fulfilling the social mission of Banks, the best advice can be provided to corporate clients with a social marketing approach.This research is a combination of library studies and interviews with experts in terms of practical purpose and data gathering. It is also a method of gathering library and field information. Data gathering tool after discovering the dimensions of the research through in-depth interviews with experts was a questionnaire that was designed with 24 questions researcher's made and after proving its validity and reliability among the research population (32 experts in the Iranian Banking system). This questionnaire was designed to research four main hypotheses in terms of "open account", "Advanced-Payment", "Collections" and "letter of credit" in order to select the best international payment method . The results of using some non-parametric tests showed that foreign brokerages of the Banking system only tend to use the two methods of "open account" and "Advanced-payment", which the use of "open account" is more than the "advance-payment" method. Finally, suggestions were made to managers in the field of staff-training. Manuscript profile
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        49 - Designing a dynamic corporate banking model and using it in social marketing based on new banking technologies
        Mojtaba Bayat Ahmad Sardari Naser Azad Abdolah Naami
        Nowadays, in the banking industry, paying attention to the needs of customers in different sectors is one of the strategies of international banks such as Marilynch, Citigroup and HSBS. the Bank will absorb more resources. Due to the similarity of banking services and t More
        Nowadays, in the banking industry, paying attention to the needs of customers in different sectors is one of the strategies of international banks such as Marilynch, Citigroup and HSBS. the Bank will absorb more resources. Due to the similarity of banking services and the rate of facilities and interest on Bank deposits for Bank customers, customer loyalty, especially corporate customers, requires attention to social marketing along with corporate banking.In this study, according to previous researches that existed in Science Direct database from the beginning of 2021, using the Meta-Synthesis of Qualitative research, which was a combination of previous research and expert's interview in the field of corporate banking and social marketing, to qualitatively explain the dynamic corporate Banking model, was based on new Banking technologies & social marketing was also considered. Finally, the model was designed in four dimensions and fifteen components, which are technological factors, corporate social responsibility factors, factors beyond the bank's control, and finally New banking practices were important. Due to the dynamics of the model, banks should have fifteen components including financial technology, financial technology lending, crowdfunding, cultural factors, political factors, social factors, economic factors, green marketing, disclosure of financial content in accordance with legislation, Justice in the payment of banking facilities to companies, attention to shadow banking, offshore banking, open banking, digital banking and decentralized banking according to the internal structure and internal strengths and weaknesses, as well as opportunities and environmental threats under consideration redesign and use this Model. Manuscript profile
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        50 - The effect of environmental factors on financial performance with the mediating role of coverage capabilities
        mohamad Hadi Asgari Nadia Montazeri Mitra Sadoughi
        Objective: The purpose of this study is to investigate the impact of environmental factors and marketing capabilities of coverage on financial performance.Method: The present study is a descriptive-survey study based on the applied purpose. All managers, deputies and se More
        Objective: The purpose of this study is to investigate the impact of environmental factors and marketing capabilities of coverage on financial performance.Method: The present study is a descriptive-survey study based on the applied purpose. All managers, deputies and senior experts of Bank Melli in Mazandaran province were considered as a statistical population. A total of 290 people were selected based on Krejcie and Morgan table and simple random sampling method as the research sample size. To assess the research variables, valid questionnaires of environmental factors Javarski and Kohli (1993) and Olsen et al. (2005), marketing capabilities of Vijand et al. (2012) and financial performance of Nicholas and Sardan (2011) were used. The validity of the structure was evaluated using confirmatory factor analysis and Cronbach's alpha coefficient greater than 0.7 for different structures confirmed their reliability. Data analysis was performed by structural equation modeling using LISREL software.Findings: The research findings showed that environmental factors have a positive and significant effect on the coverage capability and financial performance of the bank. The coverage capability of marketing also has a significant effect on financial performance.Conclusion: The results indicate that the ability to cover marketing has a mediating role in the impact of environmental factors on financial performance. Manuscript profile
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        51 - The effects of sustainable marketing activities on brand loyalty in dairy products with the intermediary effect of brand image, trust and customer satisfaction
        naser azad mahtab alsadat mousavi fard
        Today, businesses use a variety of activities for sustainability, to meet the social and moral needs of customers, society and the environment and to differentiate. In fact, companies consider sustainability to maintain continuous growth in their business. Sustainabilit More
        Today, businesses use a variety of activities for sustainability, to meet the social and moral needs of customers, society and the environment and to differentiate. In fact, companies consider sustainability to maintain continuous growth in their business. Sustainability includes the economic, social and environmental responsibility of companies, and the question arises as to how they are effectively implemented.Bjective: The present study also focuses on sustainable marketing activities and its performance in brand image, trust, satisfaction and customer loyalty in dairy products. Components of sustainable marketing activities include; Economic, social, environmental and cultural factors; The mediating variables of brand image, customer trust and satisfaction and finally the brand loyalty variable are considered based on the research of Jang et al. (2020)Method: The collected data were analyzed using structural equation modeling and SmartPLS software and the final model was presented. The reliability of this questionnaire was obtained using Cronbach's alpha method. Structural validity was used to calculate the validity.Results: The research findings, while fitting the conceptual model, confirmed the effect of sustainable activities on the brand image and also the effect of brand image on trust, customer satisfaction and brand loyalty in a positive and significant way. In addition, customer trust and satisfaction have a positive effect on brand loyalty; And provides brand value to businesses.Conclusion: The results provide significant implications for corporate executives and marketers in order to develop more effective sustainable management strategies and create brand value for businesses. Manuscript profile
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        52 - Analyzing the mediating role of social influence transmission in the impact of digital content marketing components on word of mouth e-marketing and viral e-marketing
        Mohamad Shoaib Allami mohamad Hadi Asgari
        Background: The purpose of this study is to analyze the mediating role of social influence transmission in the impact of digital content marketing components on word of mouth electronic marketing and viral electronic marketing of food tourism industry in Guilan province More
        Background: The purpose of this study is to analyze the mediating role of social influence transmission in the impact of digital content marketing components on word of mouth electronic marketing and viral electronic marketing of food tourism industry in Guilan province.Objective: To measure the impact of digital content marketing components by emphasizing the mediating role of social influence transfer on word of mouth electronic marketing in the food tourism industry of Guilan province and is of a practical type.Methods: The method of the present study in terms of nature, descriptive-survey and statistical population of this study included all tourists in Guilan province. Due to the unlimited statistical population, the population size was determined based on Krejcie Morgan table 384 people who were selected by available sampling method, statistical samples. Data collection tools and information in this study are digital content marketing questionnaires (Yi Bo et al., 2020); Electronic Viral Marketing (Joe Parkinson et al., 2019); And word-of-mouth marketing (Kwak and Kim, 2017); Their content validity was confirmed according to scientific experts and structural validity was confirmed based on confirmatory factor analysis, convergent validity and divergent validity.Resualt:In this study, normative social influence has been able to.Conclusion: The findings showed that the transfer of social influence has a positive and significant effect on the impact of digital content marketing components on word of mouth electronic marketing and electronic viral marketing, which means that by increasing the transfer of social influence and improving its indicators, Expect the digital content marketing components to improve. Manuscript profile
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        53 - Investigating the impact of entrepreneurial marketing on innovation capability and economic performance in the hotel industry of Qom
        Peyman Ghafari Ashtiani Maryam Ghiasabadi Farahani
        Purpose: The purpose of this research was to investigate the entrepreneurial marketing model on innovation capability and economic performance in the hotel industry.Method: This research is descriptive-survey in terms of method and practical in terms of purpose. The sta More
        Purpose: The purpose of this research was to investigate the entrepreneurial marketing model on innovation capability and economic performance in the hotel industry.Method: This research is descriptive-survey in terms of method and practical in terms of purpose. The statistical population of this research consisted of 302 managers and experts in the hotel industry of Qom city. Using stratified random sampling method, 170 people were selected as a statistical sample based on Karjesi and Morgan's sampling table. The research data collection tool was a standard questionnaire. In order to test hypotheses and evaluate research models, SPS and Lisrel software were used. Findings: The findings showed that networking does not have a significant effect on innovation ability and economic performance; Also, activation variables, opportunity focus, value creation have a positive and significant impact on innovation capability; Activation variables, opportunity focus, value creation have a positive and significant effect on economic performance, and finally innovation ability has a positive and significant effect on economic performance. Entrepreneurial marketing can be considered as one of the strategies for growth and development in economic performance in the hotel industry. Conclusion: Therefore, special attention should be paid to entrepreneurs in the hotel industry, and by strengthening marketing in entrepreneurship and creating a suitable platform for its development, it will provide the economic progress of the hotel industry in Qom city and then in the country. Manuscript profile
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        54 - In-Store Marketing: Framework, Tools, and Applications
        Milad Bakhshi abas asadi kambiz heidarzadeh
        10.30495/enkn.2023.22573
        Background: Many shoppers' decisions are made at the point of sale. Therefore, influencing shoppers at this stage has become very important for retailers and manufacturers. The concept of in-store marketing, which has become popular in the global retail literature in re More
        Background: Many shoppers' decisions are made at the point of sale. Therefore, influencing shoppers at this stage has become very important for retailers and manufacturers. The concept of in-store marketing, which has become popular in the global retail literature in recent years, refers to the use of various in-store tools. The purpose of this research is to provide a framework for the various in-store marketing tools and to identify the most commonly used in-store marketing tools.Objective: Considering the scope of in-store marketing, the purpose of this study is to identify the range of in-store marketing, draw a comprehensive framework and identify the most widely used in-store marketing tools.Methods: scientific databases were searched for keywords related to in-store marketing. The identified articles were reviewed in 2 stages and finally, 95 articles were used for the final research. The current research is a domain-oriented review.Findings: First, the concepts related to in-store marketing, which include promotion, merchandising, visual merchandising, displays, atmospherics, and signage, were defined and the research areas in these cases were examined. Then, the similarities and overlaps between these concepts and in-store marketing were highlighted, and finally, the most commonly used in-store tools were presented.Conclusion: in-store marketing is a broad concept that encompasses various tools, and understanding its different dimensions is very important for researchers and retailers. Manuscript profile
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        55 - Construction and lived experience of marketing elites from the agricultural marketing model in Iran with a mixed approach and validation
        bijan Alizadeh Abdollah Naami mohammad nasrollahniya
        10.30495/enkn.2023.70258.1056
        AbstractBackground: Marketing, with its importance, is a basic strategy in all businesses, have adopted many activities with the aim of increasing the share in the industry, reducing costs and increasing efficiency. Purpose: , professors and senior managers in the field More
        AbstractBackground: Marketing, with its importance, is a basic strategy in all businesses, have adopted many activities with the aim of increasing the share in the industry, reducing costs and increasing efficiency. Purpose: , professors and senior managers in the field of agriculture and marketing in Iran regarding the development of agricultural marketing. Method: The method of this research is a combination that was developed using a sequential exploratory strategy, firstly using the qualitative grounded theory method of a native model, and then using the quantitative method of modeling the structural equation of the developed model, it was tested. In the qualitative part, using in-depth interviews among elites, professors and senior managers in the fields of agriculture and marketing, with the coding technique of the theory building process, theoretical saturation was reached with fifteen interviews, and the results were based on three stages of coding with more than 108 meaningful propositions, 211 corresponding concepts. , and 23 sub-categories, 9 main categories and one core category were obtained. In the quantitative part, the obtained paradigm model was tested using quantitative data. Findings and results: The findings of the quantitative section showed that the obtained core category includes; " commitment and tendency to marketing with the intervention of commercial liberalization in two important strategies of synergy in marketing and market orientation leads to the favorable consequences of sustainable agricultural development, globalization of markets and agricultural promotion" It can be the calculated theoretical strategy for the market of medicinal plants in the country, Manuscript profile
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        56 - Role of Social Network in marketing; use of the Taylor and Okazaki framework (Case Study)
        سمیه لبافی طاهر روشندل اربطانی داوود محمدی
        This research analyzes the views of marketing managers regarding their strategies in using social networks. The purpose of this study was to develop a conceptual model of marketing in social networks from Taylor and O kazaki (2013), Based on the characteristics of Inter More
        This research analyzes the views of marketing managers regarding their strategies in using social networks. The purpose of this study was to develop a conceptual model of marketing in social networks from Taylor and O kazaki (2013), Based on the characteristics of Internet businesses in the country and determining the benefits and barriers to marketing strategies for businesses in this space. To this end, researchers have used the theme analysis method. Data gathering is based on in-depth interviews with 13 marketing managers of companies using social media for advertising. This research, using Taylor & O kazaki (2013), developed a conceptual framework for marketing in social networks, to demonstrate the proper understanding of the role of social networks in marketing in the three main themes of network capability, image transfer and personal development, and 18 sub themes. Sub themes were Creating and maintaining customer engagement, creating new resources, increasing social capital, low advertising costs, increasing the speed of the operation of ideas, unlimited marketing capacity, widespread social networking, social networks for brand reputation, negative image transmission, Failure to create and promote a brand on social networks, increase advertising prompts, increase brand loyalty, social networking, culture, increase the return on investment in social networks, easy access to the audience, the use of effective messengers and audience attachment to social networks. Manuscript profile
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        57 - Designing and Validating an Effective Social Media Marketing Model in the Tehran Dairy Industry
        maryam abdoli Hosein Bodaghi Khajenobar Reza Rostamzadeh Farzin Modares Khiyabani
        10.30495/mediastudies.2022.60291.1381
          Nowadays, social media is widely used for marketing activities. Despite the many benefits, there is still no comprehensive model for regulating marketing efforts in this area. The purpose of this study is to design and validate an effective model of social media More
          Nowadays, social media is widely used for marketing activities. Despite the many benefits, there is still no comprehensive model for regulating marketing efforts in this area. The purpose of this study is to design and validate an effective model of social media marketing in the Tehran dairy industry with a mixed approach. The present study was conducted with a mixed (qualitative-quantitative) approach. The statistical population of this research in the qualitative part includes experts of Tehran milk industry. Qualitative sampling continued in a targeted manner until theoretical saturation was achieved. The statistical population in a small part also includes customers of Tehran milk industry. Using the Cochran's formula for uncertain communities, 384 people have been calculated as a sample. Cluster sampling method and available individuals were used for sampling. Semi-structured interview and Likert scale questionnaire were used to collect data. In order to analyze the data in the qualitative part by the data analysis method of the foundation, the indicators of the social media marketing model were identified using MAXQDA. Then, using structural-interpretive modeling and using MICMAC, a basic model was designed. Structural equation modeling and LISREL software were used to validate and present the final model. Findings showed that the components of knowledge management, customer needs assessment and customer engagement are among the basic components of the model that affect the strategic marketing and competitive advantage of the company and lead to media effectiveness and customer loyalty. Manuscript profile
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        58 - Investigating the Role of Social Media Marketing On the Promotion of Electronic Word-Of-Mouth Advertising of Tourist Destinations (Case Study: Tehran Province)
        ANAHITA MOHAMMADI Mohammad siadatan Mahdi Karoubi
        10.30495/mediastudies.2023.74651.1534
        Today, accepting the deep influence of social media in the tourism industry has made this industry more successful around the world. Social networks are very effective in attracting tourists to tourist destinations due to electronic word-of-mouth advertising. Therefore, More
        Today, accepting the deep influence of social media in the tourism industry has made this industry more successful around the world. Social networks are very effective in attracting tourists to tourist destinations due to electronic word-of-mouth advertising. Therefore, the purpose of this current research is to investigate the effective factors of social media marketing on the promotion of electronic word-of-mouth advertising of tourist destinations (case study: Tehran province) using the fuzzy cognitive mapping approach. Descriptive research is a survey. The study sample was 53 tourists from Tehran, who were selected non-randomly and interviewed. The data and scenarios collected from this interview were analyzed using fuzzy cognitive mapping technique and the research model was designed using social network analysis. The results showed that in this regard, several factors are involved, among which the exchange and sharing of information, involving the minds of tourists and the expectations of tourists were the most important respectively; Because these factors were more central. Finally, based on the results obtained from this research, suggestions were made regarding the development of social media marketing on the promotion of electronic word-of-mouth advertising of tourist destinations (case study: Tehran province). Manuscript profile
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        59 - Identifying and Explaining the Influencing Factors on the Development of Social Marketing in Iran Broadcasting Organization (Qualitative Approach)
        mehdi ali sharifi norooz hashemzehi seyed ali rahmanzadeh seyed vahid aghili
        10.30495/mediastudies.2023.67054.1455
        One of the most important factors affecting the profitability and success of organizations is paying attention to social marketing and its factors. Based on this concern, the motive of the present research was formed and it identified and studied the popular methods of More
        One of the most important factors affecting the profitability and success of organizations is paying attention to social marketing and its factors. Based on this concern, the motive of the present research was formed and it identified and studied the popular methods of social marketing in today's world and its effective factors. The current research has a qualitative approach and thematic analysis method. By identifying and determining indicators, checking and coding all types of observation, interview and documentary data, it deals with data collection and various classifications. Considering its subject area, the statistical population of the research includes professors and specialists in the field of media, as well as high-level managers of the Islamic Republic of Iran Broadcasting, whose sample size was estimated to be 12 people based on the statistical analysis, and they were selected using the available method. In this research, the thematic method was used to analyze the data and Delphi technique was used to validate the data. The results show that in three stages of coding, the main and subcategories of social marketing in the IRIB were identified and related to each other, which are: 54 themes in 6 categories of factors related to customers, management, infrastructure, content, media and marketing. , are divided. The results indicate that it is necessary to consider the customer's needs in the IRIB. On the other hand, looking at management factors after customer orientation shows the high importance of social marketing in the decision-making area of media managers Manuscript profile
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        60 - Analysis of Influential Factors on Consumer Behavior in Mobile Marketing
        Tahereh Arbab Hojatollah Hamidi Mohsen Gharehkhani
        10.30495/mediastudies.2023.54155.1314
        Wireless technology introduced itself enjoying its high-speed as a significant feature with its emanation on mobile phones, and the global market was keen on using them as marketing tools. The present study is an applied survey, while its methodology is descriptive and More
        Wireless technology introduced itself enjoying its high-speed as a significant feature with its emanation on mobile phones, and the global market was keen on using them as marketing tools. The present study is an applied survey, while its methodology is descriptive and analytical. Questionnaires were distributed among 284 students of Tehran University. Data were analyzed using structural equation modeling using Lisrel and Expert Choice software. Descriptive methods and inferential statistics such as Kolmogorov Smirnov, Binomial and Friedman tests and factor analysis were in this study. Tests findings showed that easy applicability, being knowledge-based and technology-based, positive and negative purchase variables make a significant impact on customer behavior in mobile marketing which are not considered as effective variables. The confirmation of all study assumptions indicates the significance of analyzing consumer behavior in mobile services Manuscript profile
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        61 - Market-in Sima Strategy to Improve the Quality and Control Production Costs
        Hassan Khojasteh Bagherzadeh
        IRIB can be one of the largest media organizations know that a large number of network radio and television, domestic and international vast majority of different stages of production and distribution, including the activities of the hardware or software directly respon More
        IRIB can be one of the largest media organizations know that a large number of network radio and television, domestic and international vast majority of different stages of production and distribution, including the activities of the hardware or software directly responsible is significant. This paper seeks to answer the question of whether the market and its functions for IRIB that are not among media organizations oriented in common parlance it is not their fees directly from the audience receives useful and efficient? Is it possible there and make it happen? Asked by library studies and studies and experiences achieved suggested shows that the conditions and opportunities for exceptional new with a little boost television network IRIB Physics More is made to the capacity of the periphery of the capacity of substance market, and the "market-" in the collection and provincial television networks, benefit from this situation properly.This article examines the development of trade to prompt five important step market-with what the prompt value chain, the status of market-model Five Forces Porter and functions of the market-state media presentation, and then to market requirements and to drive the market in the organization Broadcasting and assign important tasks to create a sustainable market-referenced and in the end stage for theatrical productions, as well as market-the market-operation of studio and technical facilities of the organization expressed. Manuscript profile
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        62 - A Model to Evaluate "CRM" Using Communicative Approach Between viewpoints of Subscribers, Journalist and Editors In All the Specialized Non-Governmental Journals in Tehran-Iran
        Baharak Nateghipour
        This research will have five principal outcomes. First, it provides a theoretical explanation for why customer relationshipmanagement (CRM) affects gaining desired outcomes from relationship between customer and service provider. Second, itprovides a more complete evalu More
        This research will have five principal outcomes. First, it provides a theoretical explanation for why customer relationshipmanagement (CRM) affects gaining desired outcomes from relationship between customer and service provider. Second, itprovides a more complete evaluation of the role of Information Technology in CRM activities. Third, it develops andvalidates a number of measurement scales which are required for testing the proposed conceptual model. Forth, by studyingCRM on the basis of communicative approach, it reinforces explanatory and interpretative ability of MarketingCommunication Theory, and finally, this study is highly valuable because it provides experimental evidence on value ofCRM to organizational managers and experts, and provides a collection of customer-oriented criteria and measures, whichenable managers to identify roots of failed measures. Thus, this project seeks to provide a model to evaluate CRM based onCommunicative Approach. Statistical population in this research includes all journalists and editors of non-governmentalspecialized journals in city of Tehran as well as subscribers of these journals. Given the two statistical populations werelimited and large, multistage sampling method was used. Descriptive-survey research method was used, and conceptualmodel was tested using structural equations modeling and confirmatory factor analysis with the aid of Lisrel software.Considering the obtained results, all hypotheses of this research were approved for both statistical populations, and bycomparing the results of evaluation of conceptual model on the two statistical populations, one can find out that the levels ofimpact of model’s variables on each other is approximately higher among editors and journalists compared with subscribers,which suggests that views of editors and journalists of non-governmental specialized journals of Tehran are more consistentwith relations governing components of this model, compared with those of subscribers. Manuscript profile
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        63 - The sources of media news and the amount of trust in these resources
        Ruhoolah Ahmadzadeh Kermani Somayeh Davari Kish Bastani
        In the present study, the views of media commentators on the use of news stories and their trust in the news of these news agencies have been reviewed. The sample of this study is 250 randomly chosen media representatives. After selecting the samples, the researcher col More
        In the present study, the views of media commentators on the use of news stories and their trust in the news of these news agencies have been reviewed. The sample of this study is 250 randomly chosen media representatives. After selecting the samples, the researcher collected the information questionnaire by face-to-face interviews and the data entry steps and data analysis with the spss software. The results of this study show that: The type of news or news that the respondents in the newspaper and journal are less concerned with are: "medicine" (23.2%), "political" (22.4%), "artistic" (18.8%), , "Science" (11.2%), sports (8.4%), non-sports news (4.8%) and 'cultural' (2.8%). 84.8% of respondents expressed their trust in the newspaper and their work place in the news agency "Mehr News Agency", 80.7% in the news of the ISNA news agency, 68.3% in the Fars News Agency, 66.3% in the news agency news agency. IRNA "and 43.1 percent of the" Ilna News Agency "news are considered" very high ". 45.3 percent of the respondents reported their journal and newspaper credibility to Al Jazeera News Agency, 38.8 percent to Reuters News, 22.1 percent to CNN News, 14.5 percent to News Agency News BBC "and 12.8 percent of" NBC News " "Very much and too much". Manuscript profile
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        64 - Firmware Development Work on Expanding the Use of Smart Phone Applications
        Hossein Maadanipour Ahmad Aslizadeh
        Current study has done to investigate the effect of smartphone operation systems development on application usage rate as a new media and new marketing channel. For this purpose, the effect has been formulated by diffusion innovation theory of Rogers considering innovat More
        Current study has done to investigate the effect of smartphone operation systems development on application usage rate as a new media and new marketing channel. For this purpose, the effect has been formulated by diffusion innovation theory of Rogers considering innovation and technology acceptance context. According to the model, features that cause an innovation and a technology adoption; are relative advantage, compatibility, complexity, trial ability, and visibility of the discussed phenomena. For more acquaintance of different operation systems, the history of creation and development in this field has been explained. Base on data that covered 377 users of an interactive application, correlation has been found. By regression analysis, the effect and coefficient has been proved. Results show that smartphone operation systems development has a positive effect on application usage rate. As a result, acceptor increase and growth rate of actual application users by OS development are more likely predictable. Manuscript profile
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        65 - The Effect of Virtual Tribes on the Implications of Postmodern Consumer Behavior on Social Media)
        Bahram Khairy Mohammad Mehdi Pouyan
        The growth and popularity of social media is communication among people creating new approaches. This article reviews and synchronization Comments on this concept seeks to investigate and predict the effects of tribes allowable percentage of the consequences of postmode More
        The growth and popularity of social media is communication among people creating new approaches. This article reviews and synchronization Comments on this concept seeks to investigate and predict the effects of tribes allowable percentage of the consequences of postmodern consumer behavior that its components are consequences faithfully, black marketing, power consumption, Surrealism and pluralism in social media. Questionnaire data were obtained using a sample size of 230 students at, using structural equation modeling using partial least squares analysis software Smart PLS is located. Results predicts that in the aforesaid tribes are permitted to consume a significant impact on all outcome variables Manuscript profile
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        66 - Social Media Role in Marketing and its Impact on Organization's Structure
        Seyyed Abdollah Sajjady Jaghargh Alireza Gharaati Majid Heidari
        Social media is the description of online tools which people use to share content, profiles, comments, views, experiences and thoughts. The main difference between social media and social network is that social media is used to transfer and share huge information with m More
        Social media is the description of online tools which people use to share content, profiles, comments, views, experiences and thoughts. The main difference between social media and social network is that social media is used to transfer and share huge information with mass audience. However social network is a tool for interaction. People of the same interests, same favors, common thoughts and dependent on each other make relations in social networks. Social media is the process of socializing an organization and engaging human resources with trends and philosophy of an organization. In this article the role of social media as an effective factor in marketing and on organization's structure is discussed with the emphasis on the role of social media in banking. Components and plan of penetrating banks into social media is explained and through tables demonstrating banks using social media, their role is discussed to engage with the new generation to make loyal customers, reduce costs, gain trust, increase incomes and explain the importance of brand making through social media. Manuscript profile
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        67 - Growth of Green Marketing –A Literature perspective of Green Indian Economy
        Ankur Rana Anand Thakur Amanpreet Kaur
        Manuscript profile
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        68 - The Role of Urban Design on the Branding of Urban Space
        Hadi Sarvari Hamid Majedi
        Manuscript profile
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        69 - The effect of network marketing on Teknik brand loyalty in Bushehr consumers
        safoura shahniaei Sima Najafnejad
        10.30495/jism.2023.73455.1040
        Network marketing, loyalty, brand, Bushehr
        Network marketing, loyalty, brand, Bushehr Manuscript profile
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        70 - The effect of open innovation on brand authenticity of football clubs through the mediation of brand image
        amir derakhshan mehdi kohandel Hossein Abdulmalek said namat khalifeh
        10.30495/jism.2023.75659.1086
        The purpose of this study was the effect of open innovation and social media marketing on brand authenticity of football clubs with the mediation of value creation and brand image. Descriptive-correlation research method was applied research and was done using structura More
        The purpose of this study was the effect of open innovation and social media marketing on brand authenticity of football clubs with the mediation of value creation and brand image. Descriptive-correlation research method was applied research and was done using structural equation method. The statistical population consisted of fans of football clubs in the active leagues of the country. In order to collect the necessary information from the open innovation questionnaires of Peter et al. the social network marketing questionnaire of Kim et al. (2017), the brand authenticity questionnaire. Kadiro (2010) Zinodin et al.'s value creation questionnaire (2012) (α=0.89) and Ulrich's mental image questionnaire (2009) were used. 500 questionnaires were distributed and 428 questionnaires were analyzed. In order to analyze the data, descriptive methods and structural equation models and post hoc analyzes were used using Spss and Lisrel software. The findings showed that the model of the impact of open innovation and social media marketing on the brand authenticity of football clubs with the mediation of value creation and brand mental image has a good fit and is meaningful. As a result, it can be said that open innovation and social media marketing have a significant effect on the originality of the brand of football clubs and can contribute to the value creation and mental image of the brand, and therefore it is necessary for football clubs to pay attention to maintaining their unique and distinct identity from other clubs. and formulate an executive plan for this purpose. Manuscript profile
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        71 - Analysis of factors affecting the improvement of the competitive power of sports production companies
        amirreza shirvani Hassan Fahim Devin Hossein Peymanizad Mohammad Reza Esmaeilzadeh Ghandehari
        10.30495/jism.2024.76334.1123
        Competitiveness is one of the key success indicators of manufacturing companies. The purpose of the current research was to identify and analyze the factors affecting the improvement of the competitive power of sports product manufacturing companies. The current researc More
        Competitiveness is one of the key success indicators of manufacturing companies. The purpose of the current research was to identify and analyze the factors affecting the improvement of the competitive power of sports product manufacturing companies. The current research was applied research in terms of purpose, mixed type in terms of data search, and exploratory in terms of data analysis method. The statistical population of the research was professors of sports management, owners of companies producing sports products, experts in the field of export and import of sports products, specialists in the field of sports marketing and managers of companies producing sports products. First, the identification of internal and external strategic indicators effective on improving the competitive power of the country's sports product manufacturing companies was done using the data theory of the foundation and Glazer's approach, and in the next step, the factors were prioritized using the Dimtel-Fuzzy method. The sampling method was purposeful in both qualitative and quantitative sections. The findings of the research showed that the effective factors on improving the competitive power of sports production companies were placed in two categories of internal and external indicators. Also, the findings of the Dmitel Fazi test showed that, in order of priority, 5 concepts of legal and protective factors, structure and management, market control, supply and design, and commercial and international issues as effective factors and 4 concepts of customer and consumer factors, marketing, Product improvement and service improvement were classified as effective factors Manuscript profile
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        72 - The effect of relationship marketing on loyalty with the mediating role of wushu weapons customer relationship management
        Somayeh Mirani
        10.30495/jism.2022.22117
        Creating customer satisfaction and strengthening the desire to re-attend customers is one of the important goals of sports complexes. Which can be achieved through new approaches to relational marketing. Therefore, the purpose of this study is to investigate the effect More
        Creating customer satisfaction and strengthening the desire to re-attend customers is one of the important goals of sports complexes. Which can be achieved through new approaches to relational marketing. Therefore, the purpose of this study is to investigate the effect of marketing related to loyalty with the mediating role of customer relationship management in Wushu weapons. The present study is a descriptive correlation in the form of structural equations and based on the present tense, in terms of applied purpose, and in terms of collecting field information. The statistical population of the study consists of all customers of men and women wushu weapons in Tehran in unlimited numbers. The statistical sample size was determined to be 384 according to the uncertain population, using the Cochran's formula. The measurement tools of this research were three questionnaires: Customer Relationship Management Scanlan et al. (2009), Fontaine and Heiman Relationship Marketing (2004) and Behnam (2010) Loyalty. The results of structural equations showed that the mediating variable of customer relationship management has a significant mediating role in the causal relationship of marketing related to loyalty. Therefore, it can be said that the marketing managers of companies, considering the role of customer relationship management, can achieve wushu weapons customer loyalty through relationship marketing. Manuscript profile
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        73 - Designing the outsourcing model of marketing activities of sports clubs
        Morad Heidari Mohammad Nikravan Yadollah Abbaszadeh Sohron Hojjatollah Taheri Rouzbahani
        10.30495/jism.2023.23193
        Today, outsourcing is known as one of the effective strategies in the business world. The purpose of this research is to design the outsourcing model of marketing activities of sports clubs. The research community in the qualitative section includes 23 experts in the fi More
        Today, outsourcing is known as one of the effective strategies in the business world. The purpose of this research is to design the outsourcing model of marketing activities of sports clubs. The research community in the qualitative section includes 23 experts in the field of sports marketing who were selected by the theoretical saturation method. Through semi-structured interviews with public administration and sports management experts, the researcher identified the components and designed the outsourcing model of marketing activities of sports clubs using qualitative analysis and Delphi methods. 175 people were selected as a statistical sample by using the sample size table of Karjesi and Morgan. In its qualitative part, a comprehensive model was designed for outsourcing the marketing activities of sports clubs. In the quantitative part, the relationship between the elements and components of the present model was subjected to a quantitative test with the structural equation modeling method and Smart PLS software. Based on the findings of this research, the outsourcing of sports club marketing activities, in order of importance, included marketing speed, management control, key capability control, preliminary planning, environmental effects, marketing enhancement, club performance, service quality enhancement, cost reduction, and strategic analysis. . The results of the research can be considered for planning and providing solutions related to the marketing activities of sports clubs in connection with outsourcing.   Manuscript profile
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        74 - Service Marketing Mix and Its Effects on Stakeholders' Behaviors
        Akbar Eftekhari Aliabadi mohmad Hemmati Rozbahani
        In this study, relying on theoretical principles of behavioral finance and marketing mix, the effects of marketing mix and its factors has been examined on Tehran stock exchange stakeholders' behaviors. In this paper, based on 5 years periods from the begging of 1389 to More
        In this study, relying on theoretical principles of behavioral finance and marketing mix, the effects of marketing mix and its factors has been examined on Tehran stock exchange stakeholders' behaviors. In this paper, based on 5 years periods from the begging of 1389 to the end of fiscal year 1393, the assumption as effects of the service marketing mix and its variables on stakeholders' behaviors among services firms which accepted in the Tehran stock exchange has been tested.This study, as an applied research uses correlation methods specifically the structural equation modeling (SEM) to investigate the relation between service marketing mix variables' namely product, price, place, promotion, people, process, physical evidence as independent variables and stakeholders' behaviors as dependent variable.According to the descriptive data analysis and structural equation modeling results, we've found that the Tehran stock exchange stakeholders' behaviors has significant relation with service marketing mix concept and its variables. Manuscript profile
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        75 - Presentation of the Initial Model of Marketing of Iranian Universities
        Fatemeh Nehzat Nadergholi Ghoorchian Ammirhossein Mohammad davoudi kamran Mohamadkhani
        Manuscript profile
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        76 - The Effect of the Perceived Value of Hosting Sports Events on the Desire to Travel: a Conceptual Model
        Mohammad Ali Berangi, Ehsaneh Nejad Mohammad Nameghi
        Manuscript profile
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        77 - Presenting the Agricultural Marketing Model with an Emphasis on the Development and Marketing of Medicinal Plants in Iran
        Bijan alizadeh Abdullah Naami Mohammad Nasroallah Nia
        Manuscript profile
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        78 - Developing a Content Marketing Model for Online Cosmetic Shops
        Maryam Ghaderifar jamshid salar Aliakbar Aghajani afrouzi
        10.30495/jhm.2023.72424.11119
        Introduction: In today's modern world, the biggest change in the beauty industry since a decade ago has been the widespread penetration of social media into people's lives. One of the main reasons that a business succeeds in the field of selling cosmetics and hygiene pr More
        Introduction: In today's modern world, the biggest change in the beauty industry since a decade ago has been the widespread penetration of social media into people's lives. One of the main reasons that a business succeeds in the field of selling cosmetics and hygiene products is that it produces correct and attractive content; therefore, the aim of the current research was to develop a content marketing model for online stores of cosmetics and health products based on a mixed approach. Methods: First, based on data base theory and based on interviews with 21 experts, open, central and selective production codes were presented, and then the content marketing model of online stores of cosmetics and health products was presented. In the qualitative phase of the research, which is based on the foundation's data approach, in-depth and semi-structured interviews were used. The sampling method in database theory is purposeful and theoretical sampling. In the interviews, the selected people were selected using a targeted method and snowball technique with maximum diversity. The interviewees included managers, experts, experts and professionals in the field of content management who had university education and were familiar with management sciences and were among the best in Mazandaran, Tehran and Gilan provinces. For the quantitative validation of the model and checking the relationships of the components, the approach of structural equation modeling by partial least squares method using SMART-PLS3 software has been used. Results: The results of the quantitative stage showed that the relationships in the model with appropriate effect coefficients were confirmed. The output of the model shows that the significance coefficient between the research hypotheses is out of the range of ±1.96 and this means that all research variables are confirmed at the 95% confidence level in the statistical sample. Conclusion: Proper planning and management by the business owners of the online stores of cosmetics and health products, as well as analyzing the behavior of the audience and optimizing and updating the websites and continuously monitoring the SEO statistics of the websites and online stores and being interactive with the audience are the main pillars of providing quality services.   Manuscript profile
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        79 - Untimarketing the Unnecessary Use of Health Services on Social Security Organization
        ghasem zarei tahereh zarei somayeh pourghadimi
        Introduction: Health services, like other services, have a specific capacity and overuse of this capacity will reduce quality. Part of the referrals to the Social Security Organization for the use of health care services is unnecessary visits and leads to improper use o More
        Introduction: Health services, like other services, have a specific capacity and overuse of this capacity will reduce quality. Part of the referrals to the Social Security Organization for the use of health care services is unnecessary visits and leads to improper use of available capacities. Anti-marketing is one of the duties of marketers to carry out activities to discourage people from consuming products or services. The purpose of this study is to identify the causes and methods of anti-marketing in theunnecessary use of health care services of the Social Security Organization. Methods: This research is an applied in terms of research purpose, exploratory in terms of nature and qualitative research in terms of approach. In this research, the data from an interview with 24 physicians, staff and clients referring to social security centers using the grounded Theory Method and was analyzed in three stages (open coding, axial coding and selective coding). Results: As a result of data analysis, 27 concepts from all interviews were extracted and eventually categorized into selective coding in six segments of cultural, personal, infrastructural, access, medical and communication. Conclusion: Based on the results of the research, social security organization should pay attention to the causes of unnecessary referrals to social welfare centers, and use relevant strategies in various cultural, personal, hospital settings, and communication in their planning. Manuscript profile
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        80 - Providing a Social Marketing Model for Social Health Services
        Alireza Pirhayati Hossein Vazifedust pejman jafari Asghar Seif
        Introduction:In today's world, Businesses need to gain trust among their audience. Social marketing as the latest marketing philosophy, It has such a capacity. And it can reflect on the interests of business and customers along with the interests of the community. More
        Introduction:In today's world, Businesses need to gain trust among their audience. Social marketing as the latest marketing philosophy, It has such a capacity. And it can reflect on the interests of business and customers along with the interests of the community. The main purpose of the present study, Provide a social based marketing model. Methods: To achieve this goal, in the qualitative phase, while reviewing the subject literature and interviewing marketing and municipal experts, with the Grounded Theory approach, effective criteria were identified using MAXQDA software. In the next step, the identified criteria were identified using the interpretive structural modeling approach in new dimensions of classification and levels of components and their relationships. Results: The results of the first question led to the identification of nine main factors including: Responsibility, Strategicism, Marketing Infrastructure, Tendency to Social Marketing Capabilities, Understanding Environmental Dynamics, Citizens Understanding, National Characteristics, Social Marketing Mix and Developing Citizen Beliefs and Attitudes. The results of interpretive structural modeling showed the influence of responsibility, marketing infrastructure and strategy as independent variables on the tendency to social marketing capabilities. Conclusion: Finally, based on the results of the research, it can be concluded that by utilizing social marketing strategies and influencing the attitude and mentality of citizens, it can be possible to develop citizens' beliefs and attitudes. Therefore, the increasing attention of senior executives of organizations is essential to the vital role of social marketing. Manuscript profile
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        81 - Analyze Marketing Factors Influencing the Desire to Choose a Hospital Brand
        Arash Dehghan Mohammad Javad Taghipourian Sohiela Nazarpour Marzieh Gorji
        Introduction: Hospitals can provide high quality, distinct and beyond expectation services, while paying close attention to marketing principles in their area of service. At the same time, brand authenticity, trust and brand equity need to be addressed. As a result, whi More
        Introduction: Hospitals can provide high quality, distinct and beyond expectation services, while paying close attention to marketing principles in their area of service. At the same time, brand authenticity, trust and brand equity need to be addressed. As a result, while honoring patients and providing them with better services, they create a value-for-money environment in which to receive the appropriate benefits for their services. Methods: The statistical population of this study was all clients of Qazvin Chamran Hospital. Thus, the Cochran formula for infinite societies determines 385 people. Also, systematic random sampling was used to select clients of this hospital. The required data were collected through a standard questionnaire distributed by Egers et al. (2013) and Lu et al. (2015) and analyzed using structural equation modeling and AMOS software. Content validity was used to determine the validity and reliability of the questionnaire and it was determined that the questionnaire was valid. The Cronbach's alpha coefficient also showed that the reliability of the research measurement tool can be relied on. Data were analyzed using structural equation analysis. Result: The results of structural equation modeling show that consistency (0.58), customer orientation (0.79), homogeneity (0.62) have significant effect on trust and trust also have significant effect on brand equity (0.91) and tend to choose the brand (0.96). Conclusion: According to the results of this study, it can be stated that from the perspective of brand management, one of the factors influencing the choice of a hospital brand is consistency, customer orientation, homogeneity and trust. Hospitals can provide high quality, distinctive and beyond-the-patient service while paying close attention to the marketing principles of their service, while simultaneously paying attention to brand authenticity, trust and brand equity. Manuscript profile
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        82 - Factors Affecting Viral Marketing in Health Tourism Development
        Mahdieh Zahmatkesh saredorahi Fatemeh Mohammadpour Shirazi Aram Ardian Mohammad Siadatan Mohammad Amir Oveisi
        Introduction: Since Iran is one of the main hubs of health tourism in the region, it will not only prevent the outflow of foreign exchange, but will also bring significant foreign exchange earnings to the country. Although in recent years, management and marketing measu More
        Introduction: Since Iran is one of the main hubs of health tourism in the region, it will not only prevent the outflow of foreign exchange, but will also bring significant foreign exchange earnings to the country. Although in recent years, management and marketing measures have been taken to attract foreign tourists, but unfortunately due to the lack of coherence and coordination between the public and private sectors, and especially the lack of codified rules in the field of tourism. Health, this process has not had the desired economic results. The aim of this study is to investigate the factors affecting viral marketing in the development of health tourism and prioritize factors. Methods: This research is descriptive in terms of its practical purpose and in terms of data collection. After expressing the subject and examining the research background, the conceptual framework of the specific model and the data were analyzed using fuzzy cognitive mapping tools and techniques and analysis of social networks. Results: Findings indicate that the factors that distinguish distinctive services, build trust and credibility, and the content of the message are more central than other factors, and therefore more attention should be paid to these factors. Conclusion: Due to the rapid growth of the Internet, there are countless opportunities for health activists and consumers, which, according to research, suggests that the main factors affecting viral marketing that promotes health tourism development. More attention can be paid and steps can be taken in this direction with appropriate planning. Manuscript profile
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        83 - Identify and Rank the Factors Affecting e-Marketing in Promoting the Brand of Health Tourism Destinations
        Navid Majedi Amirhossein Shayegh
        Introduction: Researchers consider the most important factor in the development of health tourism as the attitude of tourists to the destination. E-marketing can create credibility and reputation as well as create a good image in people's minds. The purpose of this stud More
        Introduction: Researchers consider the most important factor in the development of health tourism as the attitude of tourists to the destination. E-marketing can create credibility and reputation as well as create a good image in people's minds. The purpose of this study is to identify and prioritize the factors affecting e-marketing in promoting the brand of health tourism destinations.Method: This research is applied in terms of purpose and descriptive-survey in terms of data collection. The effective factors were identified by 15 experts in the field of health tourism. Then, matrix questionnaires were prepared and provided to 173 health tourists and the data were analyzed and modeled by social networks using fuzzy mapping tools and techniques.Results: The factors of verbal advertising of users, design of websites with appropriate content and management of knowledge and expertise with the amount of 21.3, 18.15 and 17.6, respectively, are more central than other factors and as a result these factors should be paid more attention.Conclusion: The results indicate that 13 factors affecting e-marketing in promoting the brand of health tourism destinations in order of priority include verbal advertising of users, design of websites with appropriate content, knowledge and expertise management, awareness and Information about health tourism destinations, tourists 'mental image of the destination, technology infrastructure, creating a sense of trust and confidence in tourists, tourists' loyalty to the destination, interaction and communication, service delivery innovation, use of educational videos on the web, Organizational factors are environmental factors. Manuscript profile
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        84 - Effective Dimensions on Clinical Governance Success (Stimuluses, Enablers, Challenges) in a Private Hospital with Delphi-Fuzzy Approach
        zeinab mohammadi hosein didekhani
        10.30495/jhm.2023.70130.11073
        Introduction: Different countries have used methods and tools for promotion of health care to date. One of these methods is clinical governance. In this study, effective dimensions on clinical governance were evaluated in the point of view of health managers.Methods: In More
        Introduction: Different countries have used methods and tools for promotion of health care to date. One of these methods is clinical governance. In this study, effective dimensions on clinical governance were evaluated in the point of view of health managers.Methods: In this qualitative study, a comprehensive model of effective agents on clinical governance was presented by Delphi Fuzzy method. Using literature review and opinion of 30 experts and health managers of Golestan University of Medical Sciences, Goragn, and Phalsaphi privet hospital, impaired items on eight dimensions of clinical governance in Phalsaphi hospital were selected, designed as a model and assessed by Fuzzy analysis.Results: According to suggested model, effective dimensions and variables were in three groups including stimuluses, enablers and challenges. The significance level was 8.31 based on the mean of significance level column. According to it, the internal marketing dimension with the highest significance level (10.88) and after that dimensions including education (research and development) and empowering employees with the significance level 10.54 and 10.48, respectively, had the highest effect on clinical governance implementation. The lowest effect on successful implementation of clinical governance was belong to the education dimension with the significance level 2.95. Conclusion: The findings suggest that establishment of clinical governance in studied hospital specially needs strengthen internal marketing, education (research and development) and empowering employees and clinical governance can be used to improve the performance of the treatment centers. Manuscript profile
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        85 - Identifying and Prioritizing Factors Affecting Marketing Innovation in Medical Service Organizations
        Mohammad Jahanifar Ehsaneh Nejad Mohammad Nameghi Abas Asadi Akbar Bahmani Chub basti
        10.30495/jhm.2023.73645.11138
        Introduction: What today's organizations to a great extent need so that they can gain a position and competitive advantage in dynamic and complex markets is the ability to produce new, unique and competitive products and services in changing markets. The current researc More
        Introduction: What today's organizations to a great extent need so that they can gain a position and competitive advantage in dynamic and complex markets is the ability to produce new, unique and competitive products and services in changing markets. The current research seeks to identify and rank the factors affecting marketing innovation in medical service organizations.Methods: Using the Delphi technique, we identified factors affecting marketing innovation in medical service organizations. Factors affecting marketing innovation in medical service organizations were provided to the statistical sample in the form of a questionnaire to measure the agreement of the sample with each of these factors and methods. We ranked the known and verified factors with the help of TOPSIS technique.Results: According to the findings of this project, the factors affecting marketing innovation in service organizations are divided into technological, competitive, political, legal, economic and social respectively.Conclusion: Paying attention to the subject of foresight and long-term thinking and the use of innovation in marketing should be placed on the agenda of the organization. Special attention should be paid to the internal and external environment of the organization and their analysis to select and implement innovative proposals in the organization (corresponding to the prioritization of factors affecting social marketing) and a productive organizational culture that encourages creativity and innovation in the organization. Manuscript profile
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        86 - A Model for Standardization/Adaptation Strategy Selection in the Irans Multinational Companies (MNCs)
        Mohammad Ali Abdolvand Nadereh Sadat Najafizadeh
        Manuscript profile
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        87 - A Study on the Use of Social Media to Understand Consumer Preference: The Case of Starbucks
        Ch. Yin Sam Y. Cai
        Manuscript profile
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        88 - A Study to Improve the Response in Email Campaigning by Comparing Data Mining Segmentation Approaches in Aditi Technologies
        P. Theerthaana S. Sharad
        Manuscript profile
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        89 - Impact of Consumer Social Responsibility and Brand Social Responsibility Image on Brand Loyalty
        H. Mishra P. Sinha S. Singh S. Koul
        Manuscript profile
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        90 - Effects of the Use of ICT on Pharmaceutical Product Marketing in Nigeria
        H. Olubunmi Aderemi I. Ayodele Ojediran S. Akinade Adegbite O. Olufunke Olasanmi
        Manuscript profile
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        91 - Supply Chain Analysis of Fresh Guava ( A Case Study )
        H. Imtiyaz P. Soni
        Manuscript profile
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        92 - Emotional marketing, dynamic capabilities and organizational profitability
        Mojtaba Poursalimi anoosh omidi
        Organizational profitability in competitive markets is one of the important paradigms in organizational and performance issues that has been widely studied. Organizations that have a good understanding of this topic will be better performing and more profitable. Therefo More
        Organizational profitability in competitive markets is one of the important paradigms in organizational and performance issues that has been widely studied. Organizations that have a good understanding of this topic will be better performing and more profitable. Therefore, the present study aims to explain the relationship between capabilities Dynamic, Emotional Marketing, Brand Loyalty and Organizational Profitability. In this regard, the required data were collected using the standard questionnaire of the target population of the research (Active Representatives of Pasargad Insurance, Khorasan Razavi, whose number is 261 and based on the table). Morgan the A sample of 152 individuals was selected (collected). The conceptual design of the research was evaluated using structural equation modeling using PLS software and path analysis method. The results showed that emotional marketing through brand loyalty had a positive effect on organizational profitability. Also, the results indicated that the dynamic capabilities of the organization also had a positive impact on organizational profitability. Manuscript profile
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        93 - Evaluation of the Effect of Marketing Mix on Private Label Brand Value (Case Study: Dairy Products)
        aniseh ghodrati Moghadaseh Mohammadian
        Today, through the effective use of information and communication technology, organizations can offer their customers a variety of products at low prices and special services at one time. The present study sought to understand the effect of the marketing mix on the priv More
        Today, through the effective use of information and communication technology, organizations can offer their customers a variety of products at low prices and special services at one time. The present study sought to understand the effect of the marketing mix on the private label of the brand value of dairy products. This research is from the perspective of the descriptive-correlation nature. The statistical population of this research is customers of dairy stores in Shiraz. Due to the unlimited community, the sample size was 384 according to the Cochran formula. The data collection tool is an extraction questionnaire by Abril and Rodriguez (2016). The results have been analyzed by using the structural equation test using Amos version 22 software. The results indicate that the marketing mix on the private label has a direct and significant effect on the brand value of dairy products. Private brand label affects brand equity in the store's communications and advertising space. Private Label Price, Money Promotion Period, promotional activities on private labels, brand equity did not have a significant effect. Manuscript profile
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        94 - Use of Relationship Marketing Programs in Building Customer – Salesperson and Customer–Firm Relationships: Differential Influences on Financial Outcomes
        Askar Asgarpour Ahmad Rahchamani
        The present study aims to understand the effects of relationship marketing programs on financial function in Sasan Company. In terms of aim, it is an applied research, in terms of method of collecting data, it's considered as a survey and in terms of method of analyzing More
        The present study aims to understand the effects of relationship marketing programs on financial function in Sasan Company. In terms of aim, it is an applied research, in terms of method of collecting data, it's considered as a survey and in terms of method of analyzing the data it's correlational studying. After studying the background of the subject and considering the existent models about the relationship marketing and financial function and the formation of theoretical framework, the major variables of the study were identified and the conceptual model and hypotheses were specified. For measuring the research variables, a questionnaire was used. The sample included 384 customers of the company which were selected by using random sampling. The result of statistical analysis and the study's hypothesis testing by using the structural equation modeling (SEM) showed that, there is a significant relationship between relationship marketing programs and financial function. At the end we present herein implications and suggestions to the company and future researchers. Manuscript profile
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        95 - Investigating the Effect of Marketing Research on Marketing Proximity Through the Use of Intermediary Variables: The Relationship between the Company and Customers and the Sales Staff
        homa doroudi sanaz moradi
        The difference between marketing and sales is more than their semantic difference. Sales focus on the needs of the seller, marketing to the needs of the buyer. Sales are planned to turn a seller into cash, marketing aims to meet customer needs by product, including all More
        The difference between marketing and sales is more than their semantic difference. Sales focus on the needs of the seller, marketing to the needs of the buyer. Sales are planned to turn a seller into cash, marketing aims to meet customer needs by product, including all stages of creation, delivery, and eventual consumption. The definition of business from an important customer perspective should be more relevant to the customer's perspective than the manufacturer or service provider. Production and product, regardless of customers' perspective, lead to near-nose and fall. The aim of the research is to investigate whether there is a relationship between market surveillance and market research, and this relationship has been measured with several main variables, such as customer relationship and consultation with sales staff, and the impact of variables such as gender, work experience and experience. The purpose of the study is application and in terms of collecting data, descriptive-survey. In this research, 26 managers in various industries and services were asked by random sampling method. Data analysis was done by statistical method and the results showed that managers have severe myopia. Manuscript profile
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        96 - The Impact of Knowledge Management on Organizational Performance with considering mediating Role of Marketing Communications Case study of Country Airports Company
        sedigheh Mohamad-Esmaeil marzie taham
        Nowadays, customer preferences and desires are changing and marketing decisions that are based on customer knowledge are critical. Achieving customer's opinions, needs, and feedback will lead to the development of an organization and create a sustainable competitive. Ex More
        Nowadays, customer preferences and desires are changing and marketing decisions that are based on customer knowledge are critical. Achieving customer's opinions, needs, and feedback will lead to the development of an organization and create a sustainable competitive. Examining the components of knowledge management in the organization and its implementation is one of the most critical components of organizational success. Therefore, this study aims to determine the effect of knowledge management on organizational performance by considering the mediating role of marketing communications in Iran Airports Company. A quantitative methodology is adopted in which a model is developed, and hypotheses are stated, in order to examine the proposed relationship between marketing knowledge management assets and capabilities and IAC performance. A highly structured questionnaire with 35 questions is developed and distributed to a sample of 200 employees in IAC, which according to Cochran's formula, 130 employees were chosen randomly. The validity and the reliability of the questionnaire were verified using confirmatory factor analysis and cronbach's alpha coefficient respectively. In this study, to analyze the collected data and test the research hypotheses, structural equation modeling with LISREL was conducted. The results of hypothesis testing showed that knowledge management has a positive and significant effect on organizational performance. Also, the result showed that marketing has a positive effect on organizational performance. At a 95% confidence level, the result of the Sobel test showed that knowledge management has an indirect and positive effect on organizational performance through the mediating role of marketing communications. Manuscript profile
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        97 - The Effect of Relative Marketing on Predicting Future Interactions of Customers and the Bank (Case Study of Mellat Bank of Tehran)
        Hossein Bagheri Behrouz Firuz Dindar Farkush Hassan Givarian
        Today, new form of marketing have emerged that relationship marketing is one of the most important ones. Many companies in order to achieve their goals and keep the customers have taken this style of marketing. Given the importance of this topic, the aim of this study w More
        Today, new form of marketing have emerged that relationship marketing is one of the most important ones. Many companies in order to achieve their goals and keep the customers have taken this style of marketing. Given the importance of this topic, the aim of this study was to evaluation the effect of relationship marketing on customer/supplier future interaction (Tehran Mellat Bank), The purpose of applied, cross-sectional, descriptive method of data collection, surveys and, The population of consumers Mellat Bank in Tehran that the sample of a sample of 384 Select and collect data standard questionnaire with Likert scale of five options by reviewing the history of research and measurement validity descriptive method of data collection, professors and experts and evaluators Mellat Bank organization reliability through Cronbach's alpha coefficient for the total scale 0.901 volume of 397 questionnaires that test hypotheses and analyze data by Kolmogorov-Smirnov, Hierarchical regression analysis, statistical software SPSS and LISREL software for structural equation modeling was used. The results of descriptive or demographic, the most customers were male, between 21 to 41 years, undergraduate education, Self-employed, most under 1 years of bank services and favorable experience of Mellat Bank, make up. Domestic In inferential, information exchange on the relationship quality and social exchange on the relationship quality and relationship quality there are significant positive impact on anticipation of future interaction. Manuscript profile
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        98 - Designing a Digital Marketing Model in the Brand of Online Business Companies
        Benyamin Mosayebi Amidabadi ozhan karimi Shahram Hashemnia
        10.30495/jomm.2023.70819.1990
        Internet businesses are the dominant model of the way of doing business in today's era, and considering the competitive environment of this field, branding is undoubtedly the key to achieving differentiation and gaining a competitive advantage in this field. The main go More
        Internet businesses are the dominant model of the way of doing business in today's era, and considering the competitive environment of this field, branding is undoubtedly the key to achieving differentiation and gaining a competitive advantage in this field. The main goal of this research is to provide a digital marketing model for branding internet businesses. The upcoming study is a fundamental research based on deductive-inductive reasoning and using a mixed qualitative-quantitative approach. In the qualitative part of the research, a fuzzy Delphi questionnaire with a 7-point scale and a researcher-made questionnaire with a 5-point Likert scale were used. The statistical population in the qualitative sections consisted of 10 qualified experts who were selected using the purposeful and non-probability sampling method and in-depth and semi-structured interviews were conducted with them. In the quantitative part of the research, the fuzzy Delphi technique was used to screen the obtained indicators, then the structural-interpretive modeling method was used to identify the causal relationships between the main categories of the research, and by using structural equation modeling and LISREL software, the model was presented. Has been validated. The statistical population of the quantitative part for validating the final model included 393 managers of online business companies in the country. In total, the obtained model consists of 5 main categories including digital marketing strategy, personalization, content marketing, interaction with consumers and digital marketing mix. Based on the results, it was shown that the digital marketing strategy is the most fundamental element of the model and is an exogenous independent variable. This variable affects content marketing, consumer engagement, and the digital marketing mix. These three variables in turn affect personalization. Finally, the personalization variable also affects digital branding as a dependent variable of the model. Manuscript profile
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        99 - The effect of Relationship marketing on purchase intention the moderating effects of word-of-mouth
        عاطفه شکاری فرج اله رحیمی سیروس کراهی مقدم
        Today, retaining and fostering customers are the important factor at success in the corporate competitive space. customers have several benefits.They consume goods and services more, In case goods and services are tailored to their tastes and Opinion and they recommend More
        Today, retaining and fostering customers are the important factor at success in the corporate competitive space. customers have several benefits.They consume goods and services more, In case goods and services are tailored to their tastes and Opinion and they recommend entourage to use services of organization as a word of mouth. The purpose of this research is to examine the impact of the influence of relationship marketing on purchase intention whith intermediary word of mouth. customers who used the product on behalf of the cosmetic in Bushehr of city, were surveyed using a questionnaire. Classic random convenience sampling was used in administering the instrument. A total of 284 customers provided the data for the study. So, as for the literature of this research, one model had selected to show the effect of variables that by using the lisrel and spss softwares had tested. First of all the stage of variables favourability and their indicators had tested by using T.Tac Test, and also The positive relation between the indicators had confirmed by the correlation modulus and the way modulus in the T.Test had confirmed too. By using the lisrel software also, they attended to the test of this model by using the operation analysis and equation structure and at the end the deals of propriety indicators showed as that this model has a proper suitability and ultimately the lisrel software gived a corrected and completed model. Manuscript profile
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        100 - Investigation The Role Of Relationship Marketing , Experiential Marketing and Cause Marketing in Customer Loyalty
        اکبر شیدائی حبشی Alireza Fazlzadeh Mohammad Faryabi
        Nowadays, marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization, one of tools in creation of long relation with customer is; using of relationship marketing, but in spite of More
        Nowadays, marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization, one of tools in creation of long relation with customer is; using of relationship marketing, but in spite of severe competition between commercial organizations; this strategy isn’t sufficient. In this research, we have been examined the effect of relationship marketing by combining of Experiential marketing and cause marketing on customer loyalty. the research is in descriptive study form; that it is done with survey measurement method. Statistical sample of research include 321 persons of west Azarbaijan province bank customers. For data analyzing we used artificial neural networks, multiple regression and pearson correlation test. Multilayer neural networks have been trained by hyperbolic tangent function and they used by forward algorithm recognition model construct. Results showed that; in public and private banks; Experiential marketing, confidence and commitment have positive and meaningful effect on customers loyalty. By results comparison it is distinguished that neural networks are accurately than statistics traditional tests and they are reliable. Manuscript profile
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        101 - The Analysis Moderating Role of Job Satisfaction and Organizational Commitment in Relation Between Internal marketing and Customer Orientation Stuff (Case Study: Pharmaceutical and Food Distribution Co.)
        Peyman Akbari Reza Rostami Akbar Veismoradi Abdolalmajid Mohammadi Najaf Abadi
        Nowadays try to take leading companies, that increase their profitability through the satisfy important factors for customers in the best way possible. This point, the most key base of success them is on base customer orientation strategy. But many of these companies ar More
        Nowadays try to take leading companies, that increase their profitability through the satisfy important factors for customers in the best way possible. This point, the most key base of success them is on base customer orientation strategy. But many of these companies are Neglect In satisfaction of their employees as internal customers. Because today with the introducing the internal marketing concept, Importance of an organization's internal customers (stuff) is brighter than before in success of marketing programs external. The main purpose of this study is Analysis Moderating Role of Job Satisfaction and Organizational Commitment in Relation between Internal marketing and Customer Orientation in Pharmaceutical and Food Distribution Co. of west Country. The statistical population of this study is 1100 Marketers and marketing managers in the food and pharmaceutical distribution companies. In order to determine sample size of Cochran formula used and 285 People selected by random sampling method for the first half of 2013. This study is descriptive – survey and correlation in term of methodology. The three questionnaires Was used for data collection. Validity (content, convergent, divergent) and reliability (factor loading, composite reliability, cronbach's alpha) of questionnaire indicate that measuring instruments have good reliability and validity.The results of test hypotheses by SMART-PLS and using t-test statistics and path coefficients (β) indicate that Internal marketing have strong influence, direct and significant on Job Satisfaction, but Internal marketing have average influence, direct, indirect and significant on Organizational Commitment and Customer Orientation; the continued results indicate that Job Satisfaction have average influence, direct and significant on Organizational Commitment, but Job Satisfaction have average influence, direct, indirect and significant on Customer Orientation; Ultimately Organizational Commitment have average influence, direct and significant on Customer Orientation; As a result, Job Satisfaction and Organizational Commitment can as a moderator role, between Internal marketing and Customer Orientation. Manuscript profile
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        102 - Surveying the effect of internal marketing and internal branding on service quality (Case study: A Server Company)
        محمد حسن کامفیروزی علی بنیادی نائینی محمود دهقان مشتانی
        By the increasing of service organizations, the problem of service quality has gained crucial importance and service organizations are seeking a ways to increase service quality. This paper intends to increase the service quality by using internal marketing and internal More
        By the increasing of service organizations, the problem of service quality has gained crucial importance and service organizations are seeking a ways to increase service quality. This paper intends to increase the service quality by using internal marketing and internal branding. Employees in the service organizations play an important role in the service quality then organizations should have a particular and special attention on their employees. Both of internal marketing and internal branding by focus on employees are trying to deliver organizations promise through employees of organizations and attract more customers to organization. Methodology of this paper is Qualitative – Quantitative so that by reading former research and collecting repetitive element we gain the conceptual model of research and then by real data, we test the model. Population of this research is the employees of service organizations and the data was collected by the questionnaire.       Manuscript profile
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        103 - The effect of Consumer’s received value, effectiveness and risk on Purchase Intention of Green Products (case study: Islamic Azad University,Science and Research Brand student’s)
        عادله سمیعی زفرقندی shahnaz nayebzadeh hassan dehnavi
        The aim of this study was to examine the factors influencing consumer intention to buy green products ( organic products) among young people. Using variables conscious consumer buying behavior, perceived effectiveness of consumer, environmental concerns, green perceived More
        The aim of this study was to examine the factors influencing consumer intention to buy green products ( organic products) among young people. Using variables conscious consumer buying behavior, perceived effectiveness of consumer, environmental concerns, green perceived value, green perceived risk, as the independent variable and the dependent variable intention to buy green ( organic), The research model is formed. The present research, the purpose, according to the methodology applied, descriptive survey using questionnaires and required data is collected. The population study are student of Sciences and Research Islamic Azad University of Tehran and random sampling method was used and collected a total of 400 samples accepted . Data analysis was performed using software SPSS , LISREL and The results show that Variables, perceived value conscious behavior Perceived by the consumer as well as the effectiveness have a positive impact on the intention to buy green( organic) And perceived risk and environmental concerns are factors that have a negative impact on the intention to buy green. Manuscript profile
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        104 - Influence of relationship marketing investment on customer's gratitude and loyalty in retailers (Case Study: Hakopian Chain Store Customers)
        nadereh sadat najafi zadeh afsaneh tabzar
        Relationship marketing has defended as a development and maintenance of the long-term relationship with the customers، and has strong impact on the theory and marketing during the two past decades. Marketing is a bilateral relation and must share important interests. Cu More
        Relationship marketing has defended as a development and maintenance of the long-term relationship with the customers، and has strong impact on the theory and marketing during the two past decades. Marketing is a bilateral relation and must share important interests. Customer gratitude and gratitude plays a key role in the creation and development of successful exchanges, the relationship between the seller and the buyer. Also, customer perceived benevolence in relation to companies is the tangible and intangible benefits they receive in relation to retailers. In this research the researcher tries to exam in the Influence of relationship marketing investments on customer's gratitude and loyalty in retailer. The statistical population of this research is the customers of the Hakupian stores. The existing research is of a practical and causal nature because it measures the impact. And the number of statistical samples analyzed using a questionnaire of 358 of the customers of the Hakupian stores. The validity and reliability of the questionnaire has been confirmed. Hypothesis of this research have been tested by LIZREL software. This study of the story It argues that investing in relationship marketing tactics such as direct mail, tangible rewards, interpersonal relationships, preferential treatment, with the role of the mediator of customer perceived benevolence, has a positive impact on customer gratitude and, consequently, on behavioral loyalty.   Manuscript profile
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        105 - The impact of marketing activities on service brand equity: The mediating role of evoked experience
        effat haji hoseini ali asghar eivazi heshmat
        The aim of this study was to evaluate the impact of marketing activities on service brand equity: The mediating role of evoked experience. The research method according to purpose was Practical, The method of data collection was Descriptive correlational, as well a More
        The aim of this study was to evaluate the impact of marketing activities on service brand equity: The mediating role of evoked experience. The research method according to purpose was Practical, The method of data collection was Descriptive correlational, as well as the type of data was quantitative. The statistical population of this research was all Patients who used the services of Shahid Sadoughi Hospital in Yazd for 5 months (41000). Due to their unlimited number, using Non-random sampling method, according to It was available to people, 380 people were selected as the sample size. To collect data, we use For the experience variable excited from the Brookes and colleagues questionnaire (2009), You et al. (2000) and brand equity (2000), and for marketing components, were Dagierala et al. (2008), Barry et al. (2002) and Dagger et al. (2007). After collecting the questionnaires, data describing was done through the mean, standard deviation, by Spss software and data Statistical Inference was carried out through structural equation modeling with the help of Amos software. Questionnaires Technical characteristics were assessed including reliability, validity, convergent and divergent validity. Path coefficient and significant coefficients were used to examine the hypotheses. The results showed that the degree of appropriateness of proposed model was appropriate with regard to components research. Also the components of marketing activities influenced the brand-specific value of a customer based on the mediating role of the excited experience. Manuscript profile
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        106 - Impact relationship marketing on customer loyalty (Case Study: saderat Bank of Mazandaran)
        asef karimi rezvan velayati shokouhi esmail shabani nejad
        Maintain customer loyalty and attract it, is considered essential for continued business. Meanwhile, the banking industry is not an exception. The bank should also seek to improve their customer loyalty management strategies are different. To most people, researchers an More
        Maintain customer loyalty and attract it, is considered essential for continued business. Meanwhile, the banking industry is not an exception. The bank should also seek to improve their customer loyalty management strategies are different. To most people, researchers and executives, the most important result of the application of marketing relationship banks, like other service sectors making loyal customers and the consequence is that banks have been marketing specialists.Given the importance of this approach in today's organizations, This article bases of the evaluation of the relationship of trust, commitment, communication, conflict management and customer loyalty Competence with banking services is examined. The present article is a descriptive study of the correlation of multiple regression was performed and a population of 384 bank customers in the province's export. The data in the study and questionnaire data were analyzed with regression. The results indicate a significant positive effect on customer loyalty; relationship marketing is a province in the bank. The effect of structural aspects of relationship marketing on customer loyalty were also investigated the effects of all significant aspects.   Manuscript profile
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        107 - Studying the Effect of Marketing Capabilities on Competitive Advantages and Commercial Performance of Insurance Companies (A Comparative Study of Social Security Insurance and Health Services)
        Mahmoud Jafarpour Elnaz Nabizadeh Mamani Mohadeseh Dehghan Chachkami
        Having severely required the insured institutions to gain competitive advantage, the present study is to pursue a relationship between marketing capabilities and competitive advantages with the organizational performance. The study is of applied in nature and in terms o More
        Having severely required the insured institutions to gain competitive advantage, the present study is to pursue a relationship between marketing capabilities and competitive advantages with the organizational performance. The study is of applied in nature and in terms of purpose, it is a quantitative study in terms of data collection, and that is a sort of exploratory research based on the findings.  The statistical population of the research is the personnel of the social security branches and health services of Qom province; simple random sampling is regarded as sampling procedure of the research in progress. To explore fit measurement models, the researcher has made a use of Cronbach's alpha, CR, and AVE. To determine the fit structural models, significant coefficients Z and standard R2 were utilized, as well.  In the current research, three hypotheses were tested each of which by a help of path coefficients and significant coefficients Z via statistical software PLS and SPSS. The Findings of tests indicated that the model variables in given samples in health services branches have higher values than that of social security, and are in a relevant manner. Consequently, it found out that investing in the identification and implementing the capabilities in the organization presents a more desirable outcome than the social security. Manuscript profile
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        108 - Identifying and classification of tools of Integrated marketing communications (IMC) in food industry by using of the AHP-FUZZY technique (Dina food industry)
        amir abdollahi bajestani
        The food industry in Iran faces with problem after producing that seems since of using incorrect strategy in the advertisement and marketing fields and also less attention and lack of attention to the values result of valid brand and less attention to the customer view. More
        The food industry in Iran faces with problem after producing that seems since of using incorrect strategy in the advertisement and marketing fields and also less attention and lack of attention to the values result of valid brand and less attention to the customer view. The scope of Integrated marketing communications observed as a new filed. IMC can be defined as adapter strategy of advertisement, personal improvement, public relations, direct marketing and another advertisement activities and the aim of it is preparing regularity, stability and maximizing the effect of communication. In this essay tried for familiarity and identification of tools of Integrated marketing communications (IMC) in food industry and choosing the most suitable channel. The made factors of model of Integrated marketing communication in the form of mixing mostly has accident, dynamic, vague, incorrect, quality and fuzzy nature. On the base of the subject and the aim that this research followed and since most of managers explained their views in the form of language idioms instead of number amount, the method of fuzzy research among instrument IMC, known as the most suitable method of analysis. The achieved results in this results indicated that among tools IMC , the advertisement has the highest location among another IMC tools in food industry and in classification of options among media advertisement channels , advertisement channels such as radio, TV among channels of improving selling match performance, offering gifts among channels of direct marketing with catalog and among public relations channels of various events, considered as the most communication tools in the food industry. Manuscript profile
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        109 - Impact of marketing mix and marketing efforts of social media on consumer response according to the mediating role of brand equity
        effat haji hoseini abolfazl sohrabi
        The aim of this study was to evaluate the impact of marketing mix and marketing efforts of social media on consumer response according to the mediating role of brand equity which done in the mobile industry in Yazd. The research method according to purpose was Practical More
        The aim of this study was to evaluate the impact of marketing mix and marketing efforts of social media on consumer response according to the mediating role of brand equity which done in the mobile industry in Yazd. The research method according to purpose was Practical, The method of data collection was Descriptive correlational, as well as the type of data was quantitative. The statistical population of this research was all mobile phone users in Yazd city. Due to their unlimited number, using cluster sampling method, according to Morgan table and Cochran formula, 384 people were selected as the sample size. To collect data, we use the social media marketing efforts questionnaire Kim and KO (2012), brand equity Kim and Hyun (2011), call consumer Tnmayr et al. (2011), Marketing Mix with Izadyar tabloid questionnaire (2011). After collecting the questionnaires, data describing was done through the mean, standard deviation, by Spss software and data Statistical Inference was carried out through structural equation modeling with the help of Lisrel software. Questionnaires Technical characteristics were assessed including reliability, validity, convergent and divergent validity. Path coefficient and significant coefficients were used to examine the hypotheses. The results showed that the degree of appropriateness of proposed model was appropriate with regard to components research. Also Social media marketing and marketing efforts influenced consumers' response with the mediating role of brand equity. Manuscript profile
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        110 - AIDA model simulation with an emphasis on integrated marketing communications (Case of study: Ligno activator product of Jahan Kesht Falat Sabz)
        seyyed moslem alavi Seyyed Mohammadhashem musavee Haghighi
        In this study using system dynamics approach we tried to forecast the behavioral pattern of each of the four dimensions of Aida model with an emphasis on the role of integrated marketing communication (IMC) elements. Required data to forecast the behaviors of variables More
        In this study using system dynamics approach we tried to forecast the behavioral pattern of each of the four dimensions of Aida model with an emphasis on the role of integrated marketing communication (IMC) elements. Required data to forecast the behaviors of variables are extracted from a database of jahan Kesht Company and using Vensim software we performed scenario based analysis. Findings showed that at the end of 10 years of predictions if company increase its budget on integrated marketing communication elements including public relation, advertising, personal selling and promotion (0.3, 0.3, 0.2, 0.2), the number of customers in terms of the number of people who are attracted, motivated, intended to buy and loyal, goes up to (2572,1276, 621, 402) respectively. In addition, scenario analysis showed that if marketing budget share of company's total budget and especially budget share of IMC of company's marketing budget will increase, the number of customers in each of the 4 levels would be increased and in consequence the second policy will be the most attractive one. Another finding of the scenario analysis revealed that the scenario of retaining old customers against attracting new customers, although during the next 5 years can lead to more loyal customers and less new customers, but after 6th year, it will result in less new customers and even less loyal customers. Manuscript profile
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        111 - The Effect Marketing Activities on Corporate Brand Relationship Quality in Banking Sector (Case of Study: Private Bank of Yazd(
        Seyed Mehdi Mirahmadhi Baba Heydari Seyed Mohammad Tabatabaii Nasab
        The population of this study is the clients of private banks in all three areas of Yazd. 512 questionnaires were collected from the population, and finally, using structural equation modeling (SEM), and SPSS and PLS software, the hypotheses were examined. This study tri More
        The population of this study is the clients of private banks in all three areas of Yazd. 512 questionnaires were collected from the population, and finally, using structural equation modeling (SEM), and SPSS and PLS software, the hypotheses were examined. This study tries to investigate the theoretical foundations of the motivators of relationship brand quality, in order to present dimensions and components, zoning and conceptual research model, and in the next stage, the impact of dimensions of marketing activities such as customer-orientation on brand relationship quality, relationship-orientation on brand relationship quality, providing information on the brand relationship quality, relationship quality on the quality of brand relationship, the characteristics of service providers on the quality of brand relationship, flexibility on brand relationship quality, reputation on the quality of brand relationship,  empathy on the quality of brand relationship  were studied by using the customers' comments of private Bank of Yazd city. Based on the results, variables such as the providing information, relationship quality, flexibility, empathy and reputation on the quality of brand relationship have positive and significant relationship, and variables such as customer orientation, relationship orientation, and quality of service on the quality of brand relationship has not 98significant relationship. Manuscript profile
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        112 - The effect of new product development and international marketing strategies on export performance (Case study: Manufacturing and Export Companies of West Azarbaijan Province)
        reza rezaee mehdi safarkhani abbas imani Mohsen khalilzade
        International marketing in the past years great importance to firms and organizations and even governments around the world has found. Recently, entry into foreign markets has played an important role in economic development. The purpose of this study is to investigate More
        International marketing in the past years great importance to firms and organizations and even governments around the world has found. Recently, entry into foreign markets has played an important role in economic development. The purpose of this study is to investigate the effect of new product development and international marketing strategies on export performance. This research in terms of purpose is functional and in terms of research is descriptive survey. Statistical society includes manufacturing and export companies of West Azarbaijan and statistical samples 55 companies are manufacturing and export firms of Urmiy. The data were collected in the second half of the 93-94 by the use of census and interview methods. For collecting data, the library and filed methods, also package-response questionnaire and Likert multilevel scale were used, to calculate the reliability of the questionnaire the Cronbach alpha, comprehensive analysis, Kolomogrov -smimov test, regression,SPSS 21 and Smart PLS were used. The results show that product development and international marketing strategy have significant impact on export performance. The secondary hypothesis suggests new product development and international marketing strategy have significant effect on export performance. But international marketing strategy on new product development had no significant effect. Manuscript profile
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        113 - Merchandising Effect on Customer Satisfaction and Decision (Case Study: Shiraz Chain Stores)
        Razia Azodi Fazlollah Kazemi
        The purpose of this study was to investigate the effect of Merchandising (Marketing) on customers' satisfaction and purchasing decisions in chain stores in Shiraz. The current research is applied in terms of target and in terms of collecting causal research information More
        The purpose of this study was to investigate the effect of Merchandising (Marketing) on customers' satisfaction and purchasing decisions in chain stores in Shiraz. The current research is applied in terms of target and in terms of collecting causal research information. In this study, using a field research method and using a standardized questionnaire for collecting data. The statistical population is all customers of chain stores in Shiraz. In this study, a one-stage cluster sampling method was used. A sample of 385 questionnaires was used for this research. The reliability of the questionnaire was confirmed by Cronbach's alpha and the validity of the questionnaire was confirmed by a number of experts from the statistical community and marketing professors. The findings of the research indicate that Merchandising has a positive effect on customer satisfaction and the positive effect of customer satisfaction on customer purchasing decision. Merchandising also has a positive and significant effect on customer purchasing decisions with the mediating role of customer satisfaction. Manuscript profile
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        114 - Designing an Employer Brand Model for Social Security Organization with an Emphasis on Internal Marketing
        Leila Beigloo Karim Esgandari
        The purpose of this paper is to design an employer brand model for a social security organization with an emphasis on internal recruitment. The present research is in terms of method, survey, is descriptive-analytical in terms of type, and in terms of purpose, is applic More
        The purpose of this paper is to design an employer brand model for a social security organization with an emphasis on internal recruitment. The present research is in terms of method, survey, is descriptive-analytical in terms of type, and in terms of purpose, is applicable. The statistical population of the present study is the number of 250 people who manage the units of medical management and medical documents of the study organization.The sample size is estimated to be 151 people based on the Cochran formula.The sampling method is stratified randomly.The sampling method is stratified randomly.The validity of the questionnaire is figurative. Reliability of the questionnaire by Cronbach's alpha test for questionnaire was 923. Has-been approved. Findings of the research show that employer brand components include employee security, staffing training, employee generous reward, information sharing, employee empowerment, and reduced floor space in the organization. In this research, finally, a suitable model for employer branding in the social security organization with an emphasis on internal marketing was presented.   Manuscript profile
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        115 - The effect of the key marketing factors on the success of technology-based small and medium sized enterprises
        Narges khanderou Tooraj Sadeghi Gholamreza Malekzadeh
        Despite the central role of small and medium-sized businesses in economic development, a high percentage of small businesses fail in the first years of the establishment. The high-tech field because of high affinity to the changing technology and also requires high init More
        Despite the central role of small and medium-sized businesses in economic development, a high percentage of small businesses fail in the first years of the establishment. The high-tech field because of high affinity to the changing technology and also requires high initial investments, firms face with the harder situation. The researchers sought to identify the factors of success or failure of these companies, lack the knowledge and skills of marketing have been introduced as one of the two main reasons for the failure of these companies. Components of effective marketing in the success of small and medium sized companies in Khorasan Science and Technology Park Incubators studied and tested. With this aim, the effect of four components which has the most frequently in researches has been investigated. The focus on the market, customer and competitors, positive image, networking and the unique position as the components of the marketing of the companies and success indicators companies, including the development of science and technology, finance and economic growth as well as organizational growth, were tested. The results of the tests show that focuses impact on scientific and technology development and institutional indicators. Unique proposition only effect on scientific and technology development. Positive images impact on the Financial and organizational indicators and finally networking effect on scientific and technology development and by these led to succeed. Manuscript profile
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        116 - The Impact of Guerrilla Marketing on Customer Buying Intent with the Intermediate Role of Electronic Oral Advertising (Case Study: Customers of Cyrus Horizon Stores in Mashhad)
        -Sayede Somayeh Ghorbi mohammad ghasemi nameghi
        The purpose of the present study was to investigate the effect of guerrilla marketing on consumer buying behavior through the mediating role of e-mouth advertising. Guerrilla marketing is one of the new tools used to persuade customers to buy. Therefore, with increasing More
        The purpose of the present study was to investigate the effect of guerrilla marketing on consumer buying behavior through the mediating role of e-mouth advertising. Guerrilla marketing is one of the new tools used to persuade customers to buy. Therefore, with increasing competition in domestic markets, this research seems necessary. The present study is of applied purpose and descriptive-survey research method of data collection. The statistical population of the research includes all customers of Horizon Cyrus Company in Mashhad. Due to the unlimited statistical population, 384 individuals were selected as the sample. The sampling method in this study is simple random. The data gathering tool is a questionnaire whose validity and reliability have been confirmed. Smart PLS 3 software has been used for data analysis. The results show that guerrilla marketing has a direct, positive, and significant effect on consumer purchase intention; and electronic word of mouth advertising has a significant effect on consumer purchase intention. Manuscript profile
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        117 - Identifying the Factors Affecting Marketing Success at One of the Branches of Tejarat Bank Using Data Mining Techniques
        mehdi ghazanfari aghdas badiee fatemeh moslehi
        Given the competitive market in the banking industry, the importance of customer relationship management in the industry is increasing day by day, one of the most important elements of which is active and effective marketing. Therefore, in this research it has been trie More
        Given the competitive market in the banking industry, the importance of customer relationship management in the industry is increasing day by day, one of the most important elements of which is active and effective marketing. Therefore, in this research it has been tried to identify and investigate the factors affecting the success of marketing activities, taking into account the application of data mining tools. Those factors that make bank customers more willing to take advantage of long-term deposits in the bank. In fact, the results of this study will help to increase the rate of return on direct marketing in the banking industry, which has been less considered in previous studies. To this end, the data set related to the telemarketing campaign conducted at one of the branches of Tejarat Bank in the period from May 2016 to September 2018. This paper is based on the type of applied research in sight of the objective of the research and from the perspective of the methodology of the research, is a mixed type, i.e., both qualitative and quantitative. The decision variable of this problem is the result of the success or failure of the telephone marketing activity. First, for identifying customers using the K-Means clustering algorithm, data are divided into six clusters. In the next step, C5 and CART decision tree algorithms were used to identify the factors affecting the success of the marketing campaign. As a general conclusion of the implementation of the three mentioned algorithms, it can be said that, in comparison with other variables, the time variable of the conversation with the client has the greatest effect on the decision of the person about the opening of the deposit. It should be noted that since the time period and place of data gathering in this research have been limited, the results of this study are not likely to be generalized to the other banks. Manuscript profile
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        118 - An Analysis of Factors Affecting to Sport Marketing Attitudes in Sport Boards Managers of Markazi Province
        mohsen esmaeili shamsoddin rezaei Tahmasb Shirvani
        Nowadays achieving financial and supportive resources is one of the main concerns of sport boards, which requires proper performance in marketing scope. The purpose of this study was to investigate and analyze the attitude of sport boards' managers towards marketing as More
        Nowadays achieving financial and supportive resources is one of the main concerns of sport boards, which requires proper performance in marketing scope. The purpose of this study was to investigate and analyze the attitude of sport boards' managers towards marketing as a preface to carry out operational activities.  The statistical population of the study was consist of all board of directors of sport boards of Markazi province as well as managers and staffs who works as experts at Markazi Sports and Youth organization  and it's sub branches. Total numbers of population were considered as samples and 104 researcher-made questionnaires were analyzed. The questionnaire was containing of 47 questions. The reliability was obtained using Cronbach's alpha (0.94) and university professors and experts confirmed the validity. To analyze data, descriptive and inferential statistics (Kolmogorov Smirnov test, T single-group, Friedman, exploratory, confirmatory factor analysis, and structural equations) were used by 22nd version of and Smart Plus software. The results identified eight factors that were named in accordance with the nature of the research as follow: performance assess, pricing, competitiveness, program and goal, human resources, market attitude (environment), marketing strategy, customer orienting. The results showed that the mean of all factors was higher than average. The overall measurement results of the model, such as the Goodness Fitness Index (GOD), were indicative of the suitability of the proposed model. It is recommended to directors of Sport boards to pay special attention to these factors. Manuscript profile
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        119 - The Interplay of Strategic and Green Marketing Orientation on Competitive Advantage
        Leila Aliarabi Seyed Abbas Kazemi
        The purpose of this study was to investigate the interaction between strategic green marketing orientation and internal green marketing on competitive advantage in Barij Essence. This research is a descriptive survey in terms of purpose and its method. The statistical p More
        The purpose of this study was to investigate the interaction between strategic green marketing orientation and internal green marketing on competitive advantage in Barij Essence. This research is a descriptive survey in terms of purpose and its method. The statistical population of the study consisted of all the staff of Barij Esen Company in 1397, which was 551 according to Cochran's formula. Simple random sampling method was used for sampling. Data gathering tool was a questionnaire developed by a local researcher containing 37 questions. The items were based on a five-point Likert scale. Formal validity was approved by a number of respondents and content validity was confirmed by a number of experts. Cronbach's alpha coefficient was calculated using Smart PLS software, which was calculated above 0.7 to assess validity and reliability. The results show that the positive effect of strategic green marketing orientation on competitive advantage is higher when the tendency to internal green marketing is higher. Also, corporate social responsibility and stakeholder environmental pressures affect the orientation towards strategic green marketing. The trend towards strategic green marketing has a positive effect on competitive advantage and also has a positive effect on financial performance through competitive advantage. The limitation of the research is the use of questionnaires and data collection in a period of time. Research innovation has been in research variables that have paid enough attention to the role of strategic green marketing and internal green marketing with employee targeting. In general, it provided strategies to managers of organizations to improve the effectiveness of green strategic marketing and individuals, which creates a competitive advantage, which in turn increases financial performance and thus provides the exchange of tacit knowledge. Manuscript profile
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        120 - Identification and ranking of effective factors in project marketing on buyer-seller relationships in the trading Market
        somayeh Hozouri Muhammad ali abdolvand
        The main objective of this research is to evaluate the factors affecting project marketing on buyer–seller relationships in the trading Market. The method used in this research is applied in terms of purpose and descriptive, survey and correlation nature. The stat More
        The main objective of this research is to evaluate the factors affecting project marketing on buyer–seller relationships in the trading Market. The method used in this research is applied in terms of purpose and descriptive, survey and correlation nature. The statistical population of this research was Q (311), using random sampling method. To determine the reliability of the questionnaire, the Cronbach's alpha coefficient was 0.86, which indicates a high level of reliability. To analyze the data, factor analysis and structural equation analysis using Spss software and other relevant tests, which are described in detail in this study, were analyzed to identify each of the components and sub-components To make The results indicate that this research consists of 5 main components of service market (with 7 questions), knowledge management (with 3 questions), specific project marketing features (with 3 questions), The main features of project marketing (with 4 questions), foregoing market (with 4 questions) And a total of 21 sub-criteria. By using structural equation is method and designing a specific questionnaire, effective factors of project marketing on buyer – seller relationships in the trading Market were ranked and prioritized. Finally, among the 21 existing subsets of “specific project marketing features” (by a factor of 0.99) ranked highest and “foreign market”, and “service market” (by a factor of 0.89 and 0.87) the second and third priorities ranked. Manuscript profile
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        121 - The role of social factors organizational to the exchange of tacit knowledge and marketing effectiveness of Sport Brand
        Elham Moshkelgosha rasool nazari reza Fardipoor
        This study aimed to investigate the role of quality cross-functional communication and social opportunities as factors affecting the exchange of tacit knowledge and marketing effectiveness. Methods this descriptive correlation studies that were conducted through a surve More
        This study aimed to investigate the role of quality cross-functional communication and social opportunities as factors affecting the exchange of tacit knowledge and marketing effectiveness. Methods this descriptive correlation studies that were conducted through a survey. The population of this research was sports Sellers. The data collection tool was questionnaire, and the sample of this research was 144 Sellers of Sports products. The collected data is analyzed using SPSS and AMOS software. Results shows that two variables of in trifunctional communication quality, and socialization opportunities has a positive and direct relationship with marketing development and a positive and indirect relationship through the mediating effect of tacit knowledge. This study to show mediate role of the exchange of tacit knowledge in relationship between the quality of cross-functional communication and socialization opportunities with marketing effectiveness theoretically, the body of knowledge adds. Also, in terms of applications the research implied to organization’s sales and marketing director, Strategies to improve marketing effectiveness through increased planning and investment on cross-functional communication and socialization opportunities and thus the exchange of knowledge. Manuscript profile
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        122 - Effects of social media marketing on online customer behavior Saderat Bank of Bushehr City
        Jahangir Dashti Ali Akbar Mirzaee
        Networks and social media have become a powerful force in shaping business. Because they have strengthened mouth-to-mouth marketing and quickly become more important in customer purchasing decisions. Marketing through social networks requires the creation, maintenance a More
        Networks and social media have become a powerful force in shaping business. Because they have strengthened mouth-to-mouth marketing and quickly become more important in customer purchasing decisions. Marketing through social networks requires the creation, maintenance and promotion of, and, if necessary, termination of communication with customers, so that the goals of both parties involved in the relationship are provided. The purpose of this study was to investigate the effect of social media marketing on the behavior of online banking customers. In terms of purpose, this research is a part of applied research, in terms of the characteristics of the descriptive research component, in terms of data collection as part of survey research and in terms of the method of implementation, is a correlation research. The statistical population of the research is employees and customers of Saderat Bank of Bushehr which 190 employees and 384 of them were selected as Nominee by random sampling method. The data gathering tool in this study is two social media marketing questionnaires and the standard questionnaire of Lemont Online Customer Loyalty Pattern (2006). Validity of the questionnaire was approved by the supervisor and consultant. Cronbach's alpha coefficient was obtained to confirm the reliability of more than 0.7. In order to analyze the hypotheses, the field analysis using the Amos software has been used. The results showed that affective approaches in social media marketing, the effectiveness of activity in social media marketing and competitive dynamics in social media marketing activities have a positive and significant effect on online customer behavior. Manuscript profile
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        123 - Authentic Marketing Pragmatic Marketing (Components, Foregrounds, Outcomes): Interactions & Conflicts
        zohreh aliesmaeili Bahram Kheiri
        Objective: New generation technology is full of contradictories, engagements and communications. It makes customers to face crises of meaning and nihilism, because they feel to be objected and consumed. According to that Kotler knows that the most effective element in t More
        Objective: New generation technology is full of contradictories, engagements and communications. It makes customers to face crises of meaning and nihilism, because they feel to be objected and consumed. According to that Kotler knows that the most effective element in this age for achieving sustainable development and answering customers when they are going to achieve beyond Psychology that is named it "spirit", also brands try to improve them believes and Philosophy. so this research trees to study authentic marketing concept, in other hand trees to search its interactions and conflicts with pragmatic marketing as a method for answering consumer materialistic needs. This research consequence can help to lack of marketing theory science as a solution for solving customer contradictories in new Paradigm shift. Methods: The present study has a qualitative approach based on Grounded theory method. data collection is done by depth interviews with the researchers and university professors in the fields of business management, sociology, psychology and. their lecture observation, also interview with other social positions, Participants have been selected through purposive sampling and interviews have continued to reach theoretical saturation. 24 interviews and 22 observations were conducted and data were analyzed using principles related to grounded theory (open and selective coding, continuous comparative analysis, creating concepts, and categories). Results: The results of data coding have led to the identification of 1200 concepts that are categorized by multilevel method and shaping Category Cluster into six block Category. Strategies of this interactions and conflicts are institutions improvement, cultural marketing, meaning marketing, Communication Understandings. Consequences of this research is authentic brand. Conclusion: An approach in marketing 3 is creating value foe sustainable development, economy, society and the environment then giving them to society and companies and political institutions. Otherwise this research encourages to change marketing Paradigm for answering new generation technology problems until being success to produce authentic brand by cultural marketing, meaning marketing, institutions improvement, Communication Understanding Strategies.   Manuscript profile
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        124 - Investigating the Effects of Marketing Factors on the Development of Date Conversion and Supplementary Industries in Kerman Province
        Neda Baniasadi Davoud samari Jamal Farajallah hosseini Maryam Omidi najafabadi
        One of the solutions for agricultural development is conversion industries the purpose of these industries is to prevent waste from agricultural products and to access them locally and international. This study examines the marketing of date conversion and supplement in More
        One of the solutions for agricultural development is conversion industries the purpose of these industries is to prevent waste from agricultural products and to access them locally and international. This study examines the marketing of date conversion and supplement industries. For this purpose, statistics and information were collected for the date conversion and supplement industry units operating in the fields of branding, packaging and pricing, customer orientation and advertising in Kerman province. The purpose of this research is applied research and in the category of causal research the target population of the research population includes those involved in the date-making and finishing industries. After validation and reliability verification was used for data collection. In this study, structural equations using Amos software’s were used to investigate the relationships between model components, the component of "maintaining brand position among customers and the market", "packaging technology", "economic beliefs in advertising", and the component of "competitive pricing". The “customer needs forecast” component and the “advertising” component are the first priority factors in the development of switching and finishing industry. One of the important approaches in food supply of the country due to increasing population and decreasing agricultural resources and rangelands is the reduction of waste in the agricultural sector, which requires the existence of appropriate markets for the sale of conversion and complementary products. Creating attractiveness in Kerman's daycare and complementary industries markets will allow more investors to attend, which will generate more revenue and create employment, in addition to reducing date waste in the province. Manuscript profile
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        125 - Measuring Model of Consumer’s Moral Emotions in Sport Marketing: A Scale Development
        Jasem Manouchehri
        Purpose: Despite the various violations of athletes, researchers paid a few attentions to the negative effects of these violations on consumer’s responses. The main purpose of this research was to present a model for measuring the level of consumer’s moral e More
        Purpose: Despite the various violations of athletes, researchers paid a few attentions to the negative effects of these violations on consumer’s responses. The main purpose of this research was to present a model for measuring the level of consumer’s moral emotions in facing with doping scandal by endorser celebrity athletes. Methodology: The present research was conducted by an exploratory mixed methodology. Logical induction was utilized for analyzing qualitative data collected from 18 interviews (9 men and 9 women), in addition, 224 sport sciences students of Iranian universities filled out the quantitative questionnaires to run confirmatory factor analysis (CFA) of the measuring model. Findings: The results from CFA and its goodness and badness indexes revealed standard amount of the indexes. Moreover, results showed that the extent of Average Variance Extracted (AVE) for contempt, anger and disgust was higher than 0.5 which revealed Convergent Validity of the named variables. Additionally, the extent of Average Variance Extracted (AVE) for all variables was bigger than the square of their pairwise relationships which also revealed Discriminant Validity. All variables reliabilities were higher than 0.7 which indicated Composite Reliability. Manuscript profile
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        126 - The relationship between the marketing of computer games and the willingness to buy with the mediating role of culturalization
        dariush tahmasebi ali abedini
        Given the widespread market and growing demand in the gaming industry in the country, there are great potential for investment and profitability in this sector against investors and owners of capital. The purpose of the present study was to determine the relationship be More
        Given the widespread market and growing demand in the gaming industry in the country, there are great potential for investment and profitability in this sector against investors and owners of capital. The purpose of the present study was to determine the relationship between the marketing of computer games and the desire to purchase with the mediating role of cultural development. This is a correlation study and a questionnaire was used to collect data. Experts, academic professors and expert experts confirmed its content validity. The reliability of the instrument was calculated at an appropriate level by calculating the Cronbach's alpha. A sample of 400 citizens in Tehran's sixth district formed a sample of this study. Sampling method was available in this study. The findings of the study, after analyzing the path, showed that the marketing of computer games had an effect on culture as well as culturalization, but marketing of computer games had no effect on the willingness to buy. Manuscript profile
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        127 - impact Entrepreneur characteristics،Market orientation and continuation on the entrepreneurial marketing (Case Study: Pharmaceutical companies in Tehran)
        Ali Barkhordari gholamreza kuzegar Elham Faridchehr
        In the present era pharmaceutical companies due to the specific nature of their products licensing for new products to introduce to the market after experiencing several problems. this study is whether we can rely on entrepreneurial marketing practices of the company&rs More
        In the present era pharmaceutical companies due to the specific nature of their products licensing for new products to introduce to the market after experiencing several problems. this study is whether we can rely on entrepreneurial marketing practices of the company’s new products introduced to the market or not? examined the statistical population pharmaceutical companies of Tehran province from the perspective of the entrepreneurial marketing practices and analysis and ranking degree of influence different aspects of the characteristics of entrepreneurship, market orientation and communication on entrepreneurial marketing.Use electronic questionnaires .Reliability for getting opinions from academics and experts and its validity has been confirmed by Cronbach’s alpha. method. In this study, PLS and SPSS software to analyze quantitative data is used. That after analyze of the results was confirmed positive and significant impact all aspects of the characteristics of entrepreneur, entrepreneurial orientation and communication on the Entrepreneurial Marketing Pharmaceutical companies focus on the communications of their marketing staff in order to effectively engage in entrepreneurial marketing. Manuscript profile
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        128 - The Model Impact of Sports Exhibition Factors on Commercial Success Strategies of Sport Products
        HamidReza Nikoabadi Rasool Nazari Elham Moshkelgosha
        The purpose of this study was to analyze the achievements of sport exhibitions from the standpoint of exhibitors and customers and to present strategies for commercial success of sporting products. The method of this study is applied in terms of purpose, and in terms of More
        The purpose of this study was to analyze the achievements of sport exhibitions from the standpoint of exhibitors and customers and to present strategies for commercial success of sporting products. The method of this study is applied in terms of purpose, and in terms of research type, a descriptive survey is carried out. The statistical population of this study includes sales and marketing managers and exhibitors of sporting goods companies participating in Isfahan Sport Exhibitions. 320 exhibitors were selected by judgmental sampling. A final total of 310 exhibitors completed the questionnaires. Data were collected using questionnaire of Alipour et al (2017) Cronbach's alpha reliability was 0.86. Data analysis using structural equation modeling with Smart PLS and SPSS software. The results of this research showed that “staff training” was considered as the most important parameters influencing the exhibition-based processes. In addition, it was found that the ongoing processes on the exhibition site have significantly positive effects on the selling and no selling objectives of the firms. At the end, this research has proposed suitable solutions on how to effectively and optimally use the affective factors on those processes and its effectiveness on achieving sports products exhibition goals in the business. Given the impact of information gathering on post-exhibition sports processes, it is suggested that corporate and organization officials categorize this information. Manuscript profile
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        129 - The Effect of social media marketing activities on brand equity and customer response (Case study: Yal lock Company)
        Mahta Naeimabadi MOJTABA MOAZEMI
        The purpose of this research was to investigate the impact of social media marketing activities on brand equity and customer responsiveness in Yale Lock Company. A descriptive-correlational method was used for this research. The statistical population of the study consi More
        The purpose of this research was to investigate the impact of social media marketing activities on brand equity and customer responsiveness in Yale Lock Company. A descriptive-correlational method was used for this research. The statistical population of the study consisted of all clients of the locksmith company, whose number is unlimited. Based on the Cochran formula, the sample size was 385 people. To investigate the variables of the research, the questionnaire tool was used which has 23 questions. The reliability of the questionnaires was confirmed by Cronbach's alpha coefficient. Content validity of the questionnaires was confirmed by a group of university professors and their construct validity was verified by a confirmatory factor analysis. Parametric inferential statistics methods, such as Kolmogorov Smirnov test, have been used to test the hypotheses to ensure that the data are normal and the structural equation modeling and path analysis using Laser Les software. The most important findings of the research showed that social media marketing activities have a significant positive effect on brand awareness; social media marketing activities have a positive effect on brand image; brand awareness has a significant positive effect on oral and oral marketing; brand image Oral-oral marketing has a significant positive effect, brand awareness has a significant positive effect on commitment, brand image has a significant positive effect on commitment. Manuscript profile
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        130 - Evaluation and study of effective factors in absorbing the sources by marketing mix in Bank Saderat Iran
        maryam geranmayeh marziyeh geranmayeh
        With the financial markets becoming more competitive and expanding the activity of private banks and financial institutions, paying more attention to marketing and applying effective marketing techniques and strategies to attract customers and increase deposits has beco More
        With the financial markets becoming more competitive and expanding the activity of private banks and financial institutions, paying more attention to marketing and applying effective marketing techniques and strategies to attract customers and increase deposits has become more important. The use of some mix of marketing factors such as accessibility and availability of services and the speed and variety of services provided and appropriate advertising can increase deposits in corporations and banks. The target of this research is to present a proper scientific strategy in order to apply the effective factors in absorbing the resources and to present a clear view of banking services marketing on marketing mix in branches of Bank Saderat Iran in Tehran. This research is descriptive survey and data collection and is based on questionnaire (a 5-point Likert scale) and cluster classification method is based on geographic regions. By taking into account the population Unlimited, sample size has been determined 318. Cronbach's reliability test achieved 97%. According to the results of the technique t-student and Freidman and Wilcoxon test criteria, the factors place, product, price and promotion have been respectively effective in attracting deposits. In terms of the gap between current and desired situation, respectively the place, promotion, price and product have been situated.   Manuscript profile
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        131 - Analysis the Factors Affecting the Performance of Manufacturing Companies in Industrial City of Gorgan from the Perspective of Marketing Management and Entrepreneurship
        Faezeh Fendereski Mehdi Zanganeh Hosain Dideh Khani Hormoz Mehrani
        In today's fast changing competitive environment, companies need to be highly consistent, so offering the best performance in marketing has become the most important concern of the managers of manufacturing companies. Therefore, in this study, we analyze the factors aff More
        In today's fast changing competitive environment, companies need to be highly consistent, so offering the best performance in marketing has become the most important concern of the managers of manufacturing companies. Therefore, in this study, we analyze the factors affecting the performance of manufacturing companies from the perspective of marketing management and entrepreneurship, and to achieve this goal, we examine 15 hypotheses about the impact of entrepreneurial and market orientation on corporate performance through entrepreneurial market orientation and entrepreneurial marketing in the manufacturing companies of the industrial city of Gorgan during the second 6 months of 1397. The present research is a applied research in terms of purpose, and in terms of data collection method, it is descriptive-survey and it is also included in the field of causal research. In order to calculate the sample size, Krejcy and Morgan tables were used and 180 people were selected by simple random sampling as a sample and a questionnaire was distributed among them that 152 available questionnaires were collected. Data collected from questionnaires were analyzed using Smart PLS and SPSS software. In the end, the research results showed that hypotheses such as the effect of entrepreneurial market orientation on performance, the impact of market orientation on entrepreneurial market orientation, or the effect of innovation on performance are rejected, and also technical capabilities cannot modulate the effect of entrepreneurial orientation on performance. But other research hypotheses were confirmed. Manuscript profile
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        132 - Investigating the dimensions of internal marketing on the commitment of employees of Zanjan Municipality departments with the mediating role of employees' attitude towards work
        vahideh alipoor mohammad Bashokouh Ajirlo atefeh mehri bazghaleh anis mehri bazghaleh
        Employee commitment as a vital force in the survival and profitability of organizations can continually influence them to provide quality services. The aim of this study is to investigate the factors affecting the commitment of Zanjan municipal employees. This study is More
        Employee commitment as a vital force in the survival and profitability of organizations can continually influence them to provide quality services. The aim of this study is to investigate the factors affecting the commitment of Zanjan municipal employees. This study is applied in terms of purpose and nature of the survey-causal. The statistical population of this study includes 723 municipal employees in the three regions of Zanjan, of which 248 people were selected according to the Cochran's formula and simple random sampling method. Data were collected using a standard questionnaire, the reliability of which was confirmed using Cronbach's alpha coefficient of 0.802, and its analysis using structural equation modeling showed that the assumptions related to the variables affecting commitment were related, respectively. Internal (with a path coefficient of 0.50), motivation (with a path coefficient of 0.35), empowerment (with a path coefficient of 0.30), information and communication technology (with a path coefficient of 0.23), justice and fairness (with a path coefficient of 0.18) and teamwork (with a path coefficient of 0.12) was confirmed. Also, this hypothesis was not confirmed due to the fact that the value of T-statistic (1.63) in the relationship between development and education variables and commitment was less than 1.96. Manuscript profile
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        133 - The Impact of Entrepreneurial Marketing on Customer Value with the Role of Market Mediating Orientation both in Small and Medium Size Departments
        esmail shabani nejad behnaz forogh nematollahi meysam mohamdrezaei
        The present study tries to explore the impact of entrepreneurial marketing on customer value with the role of market mediating orientation both in small and medium size departments in Alborz province. Statistic population included of 245 managers in small and medium siz More
        The present study tries to explore the impact of entrepreneurial marketing on customer value with the role of market mediating orientation both in small and medium size departments in Alborz province. Statistic population included of 245 managers in small and medium size companies, using stratified random sampling and Cochran formula, 150 individuals were selected as the sample size. Data was gathered by questionnaire that validity of faculty members and reliability using a composite reliability and Cronbach's alpha confirmed. Data analysis using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) approach and Smart PLS software conducted. The results indicate a positive and significant impact of entrepreneurial marketing on customer value (0.57), entrepreneurial marketing on marketing orientation (0.90) and marketing orientation on customer value (0.34). And finally, marketing orientation as a mediator in the effect of entrepreneurial marketing on customer value intensity (0.30) influence. Manuscript profile
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        134 - The Impact of external marketing capabilities and the mental involvement of customers on the company's performance with the mediating role of product innovation and flexible strategy
        Mostafa Hosseinzadeh shadan vahabzade hormoz mehrani
        The purpose of this study is to investigate the effect of external marketing capabilities and mental involvement of customers on the company's performance with the mediating role of product innovation and flexible strategy. Statistical population consists of 95 managers More
        The purpose of this study is to investigate the effect of external marketing capabilities and mental involvement of customers on the company's performance with the mediating role of product innovation and flexible strategy. Statistical population consists of 95 managers of Iran Khodro Company. The sample size is 76person according to the Corsican and Morgan table, and a simple random sampling method was used to sample the statistical population. Cronbach's alpha coefficient was used to determine the reliability of the questionnaires and content validity was used to determine the validity of the questionnaire. In order to analyze data at the level of descriptive statistics, indicators such as frequency and percentage and drawing of tables and graphs, and at the level of inferential statistics, structural equations modelling have been used. The results of the research indicate that the capability of customers' mental involvement to product innovation and company performance, product innovation and flexible strategy affect company performance as well as external marketing capability on company strategy and company performance. Therefore Product innovation has also played a mediating role between the impact of customers' mental involvement on the company's performance and the flexible strategy has played a mediating role in influencing external marketing on the company's performance. Manuscript profile
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        135 - Provide a Framework to Explain the Components of Sustainable Marketing Using the Meta-Synthesis and Delphi Method in Knowledge-Based Companies
        Siyamak Azadi farshid namamian Fakhraddin Maroofi Alireza moradi
        10.30495/jomm.2023.73109.2043
        Today, attention to the concept of sustainable marketing is the need for all new millennium. In fact, its value is one of its advantages and disadvantages. The purpose of this study is to provide a framework to explain the components of sustainable marketing using the i More
        Today, attention to the concept of sustainable marketing is the need for all new millennium. In fact, its value is one of its advantages and disadvantages. The purpose of this study is to provide a framework to explain the components of sustainable marketing using the information available in reputable scientific databases and expert opinions. The present study is based on purpose of the type of exploratory research, on the basis of achievement or result, an applied study and in terms of data type is considered a qualitative research. To conduct this research in the first stage and to analyze the research literature, the meta- synthesis method was used. then, using the two - step Delphi method in the first round of 14 people and in the second round of 11 of them, experts ' opinions were based on the foundations of knowledge firms in the west of the country and were classified into 10 categories and 31 concepts. The results show that the components of sustainable marketing in knowledge-based companies from 10 categories of customer value management, sustainable brand development, environmental sustainability, sustainable product development, environmental and social capital, sustainable business, sustainable innovation, green marketing management, Sustainable strategic management and integrated change management have been formed.   Manuscript profile
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        136 - Implications of Cause-Related Marketing in the Banking System and its Impact on Customer Loyalty to Banks
        Ali Valipour Mahmoud Noraei Kamyar Kavosh
        Purpose: Identifying the consequences of implementing cause-related marketing in banks and its impact on customer loyalty to the banking system in the form of a conceptual model. Methodology: This research is of mixed method and has been done by two methods of phenomen More
        Purpose: Identifying the consequences of implementing cause-related marketing in banks and its impact on customer loyalty to the banking system in the form of a conceptual model. Methodology: This research is of mixed method and has been done by two methods of phenomenology (qualitative part) and survey (in quantitative part). The statistical population is the qualitative part of the senior managers of the bank and university experts and the statistical community is the quantitative part of the customers of Keshavarzi Bank. The data of the qualitative part were analyzed by open and axial coding method with MaxQDApro12 software and the quantitative part by structural equation modeling method by SmartPLS2 software. Findings: The findings of this study not only show the different implications of Cause-related marketing and also its impact on customer loyalty. Research Limitations: This research has been done mainly in the field of Bank Keshavarzi Iran and its customers and the existing conceptual model has been developed according to the conditions of Bank Keshavarzi. Managerial Implications: This research can provide an idea for bank managers to use social responsibilities, especially cause-related marketing strategies in the banking industry and share the benefits of banking operations. Originality/Valve: Based on the research background, the cause-related marketing model in the banking system has been implemented for the first time in Iran, which in this respect is innovative. Manuscript profile
      • Open Access Article

        137 - Investigating the Role of Entrepreneurial Marketing on Innovative Performance: The Effect of Human Capital Mediation (Case Study: Small and Medium-sized Knowledge-Based Companies, Tehran University Science and Technology Park)
        Hamid Kakaei Amer Dehghan Mahsa Fotoohi zadeh Alireza Asadzadeh Firoozabadi
        The present study aimed to investigate entrepreneurial marketing on innovative performance with the mediating role of human capital. In terms of practical purpose, the research is descriptive-survey in terms of data collection method and quantitative data in terms of da More
        The present study aimed to investigate entrepreneurial marketing on innovative performance with the mediating role of human capital. In terms of practical purpose, the research is descriptive-survey in terms of data collection method and quantitative data in terms of data collection approach. The statistical population of the study includes managers of small and medium-sized knowledge-based companies in the Science and Technology Park of Tehran University, numbering 180 people. Data analysis was performed using structural equation modeling (SEM) and Smart PLS software. The results obtained from path coefficients and significant coefficients showed that entrepreneurial marketing and human capital have a significant and positive effect on innovative performance. It was also concluded that entrepreneurial marketing has a positive and significant effect on the human capital of companies. Another result of the study showed that human capital can play a mediating role between the relationship between entrepreneurial marketing and innovative performance. The findings of this study indicate that paying attention to entrepreneurial marketing equips small and medium companies with capabilities that can have many results and consequences for companies such as company growth, profitability, increasing market share and increasing innovative performance. Manuscript profile
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        138 - Providing a Conceptual Model for Sporting Events in Iran
        Reyhaneh Naghshzan Khajouie Mehdi Salimi Rasool Nazari
        The purpose of the present study was to provide a Conceptual Model for Sporting Events in Iran. The research methodology was performed in terms of quality, process strategy and the objective was applied. The statistical population was selected to consist of human commun More
        The purpose of the present study was to provide a Conceptual Model for Sporting Events in Iran. The research methodology was performed in terms of quality, process strategy and the objective was applied. The statistical population was selected to consist of human community 1. Senior sport managers and experts in sport management and sport tourism, and 2. University professors in sport management and marketing. The statistical sample was sampled and questioned in a number of capability-based theoretical saturated content (23 and 61 documents). Based on theoretical saturation and you will be considered. Research tools included systematic library study and the exploratory interview structure. The validity of tools using qualitative narrative methods was evaluated at a desirable level. The method of conceptual coding and frameworks were used for analyze the data according Corbin and Strauss approach. The conceptual framework for sporting events in Iran includes eight general areas: event characteristics, event brand capability, event branding, event marketing, event innovation, event brand performance, event competitive advantage and event brand value. The conceptual model derived from the code framework was mapped as a process system from event attribute and event brand capability to event brand value. The framework presented in this research provides an understanding of the dimensions of the event brand based on its relation to a set of event activities. Based on this framework, it can provide an objective assessment of the level of management activities at each sporting event and provide scientific information on the appropriate actions that sports organizations must take to branding. Manuscript profile
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        139 - The Relationship between Sensory Marketing and the Loyalty of Private Sports Club Customers, the Mediated Role of Perceived Value and Location dependency
        ali akbar zohrevand Majid Soleimani sirous ahmadi
        Today, modern marketing methods have replaced traditional methods. In the meantime, sensory marketing is one of the new ways that can create customer loyalty. Sensory marketing can also be effective in creating dependence on location and perceived value within the custo More
        Today, modern marketing methods have replaced traditional methods. In the meantime, sensory marketing is one of the new ways that can create customer loyalty. Sensory marketing can also be effective in creating dependence on location and perceived value within the customer. The purpose of this study was to investigate the effect of sensory marketing on customer loyalty of private sports clubs with the mediating role of perceived location and value dependency. The purpose of this research was applied research and the method was descriptive-analytical. To collect data from 4 standardized and adapted questionnaires: Hosseini & Pourkiani Sensory Marketing Questionnaire, Seafaring Location Affiliation Questionnaire, Accredited and Olaga Perceived Value Questionnaire and Mahoney Behavioral and Attitude Loyalty Questionnaire was used. The statistical population of the study includes all men and women (18-65 years old) who used private sports clubs in Tehran in 2019, using cluster sampling of 10 clubs from five districts of Tehran (Central, North, and South, West and East). Given that there are no exact statistics on the number of people using private clubs in Tehran in 2019, the statistical population was considered unknown, so the minimum sample size for the unknown community was calculated using the Cochran formula of 385 individuals Calculated. Face and content validity were assessed from the perspective of a significant number of sport management professors. Reliability of the instruments was assessed using Cronbach's alpha method, and finally, construct validity indices were used in structural equation modeling. Overall, the results showed that sensory marketing through the dependence on location and perceived value can be effective in the behavioral and attitudinal loyalty of clients of private fitness clubs. Manuscript profile
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        140 - Identifying, ranking the factors affecting educational marketing in the units of Islamic Azad University of Tehran and presenting an appropriate model
        Paria Mohammadiha Amir Hoseyn Mohammad Davoodi Maryam Mosleh
        The purpose of this research is to identify and rank the components of educational marketing in the units of Islamic Azad University in Tehran and provide an appropriate model, as well as identify and rank internal and external factors affecting educational marketing. T More
        The purpose of this research is to identify and rank the components of educational marketing in the units of Islamic Azad University in Tehran and provide an appropriate model, as well as identify and rank internal and external factors affecting educational marketing. This research is applied in terms of practical purpose, in terms of field data collection method and in terms of implementation method (qualitative and quantitative). The study community in the qualitative stage includes experts in the field of educational marketing and in the quantitative part includes professors in the various fields of marketing and stakeholders in Islamic Azad University (Tehran Branch). In the qualitative section, the data collection tool is a semi-structured interview, and in the quantitative section, it is a questionnaire. Qualitative data analysis is systematic with the data method using open, central and selective coding. For ranking factors we use AHP technique. Findings: According to the results of the analysis of interviews and the experience of participants in the field of research, the most important internal factors (factors related to the organization) on educational marketing in Islamic Azad University units include: 1- Financial resources 2- Process and educational product 3- University educational policies 4- Outstanding professors 5- University resources and physical facilities 6- Academic factors and external influential factors: 1- Individual factors 2- Organizational factors 3- Financial and cost issues 4- Factors related to higher education. Educational marketing strategies in Tehran Islamic Azad University units include marketing development mechanisms, management mechanisms and the dynamics of the scientific environment. Manuscript profile
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        141 - Brand Authenticity in the Healthcare Industry: Analyzing of the Antecedents, Consequences and Dimensions by Using Qualitative Approach
        Arash Dehghan Mohammad Javad Taghipourian Sohiela Nazarpour Marzieh Gorji
        The role of brands in identifying the company's product in today's expanding markets is undeniable. The present study focuses specifically on medical centers and brands related to these centers. The issue of brand management in this industry is not taken very seriously More
        The role of brands in identifying the company's product in today's expanding markets is undeniable. The present study focuses specifically on medical centers and brands related to these centers. The issue of brand management in this industry is not taken very seriously and many well-known centers with popular brands among target customers do not focus as much as they should on taking advantage of the existing brand and what is advantageous in such a market are the resources. They are human (doctors) and not the brands of these centers. The purpose of this study is to identify the determinants and consequences of brand authenticity in the healthcare industry. Therefore, by adopting a qualitative research method, on the one hand, the researcher has sought to provide solutions to solve tangible problems in the study environment, and on the other hand, has tried to eliminate study and research gaps in brand management in Iran. Reduce by identifying local antecedents and implications for brand authenticity. In the present study, interview tools (semi-structured) in the qualitative section have been used in order to collect data. In order to collect qualitative data from experts in the field of brand authenticity in the field of treatment and health of the country, an expert panel was used. In this study, members of the panel of experts were selected using the snowball sampling approach. Factors identified for brand authenticity are 2 factors, identified factors for brand authenticity antecedents are 6 factors and identified factors for brand authenticity consequences are 3 factors. Manuscript profile
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        142 - Explanation the Model of Iranian Oil Products Export Performance
        zahra mahdavi mohammad ali abdolvand K. Heidarzadeh m. khoun siavash
        Organizations enter to international competitive markets because of different motivations such as: gaining international fame, long-term growth, increasing profitability, taking advantages of economies of scale, maturing domestic market, the intensity of competition in More
        Organizations enter to international competitive markets because of different motivations such as: gaining international fame, long-term growth, increasing profitability, taking advantages of economies of scale, maturing domestic market, the intensity of competition in domestic market, governmental rules and regulations; but actually all of the companies aim to export performance improvement. In according to the oil industry situation in Iran's vision, 4th paragraph of general energy policies and, not having a comprehensive model of Iranian oil products export performance, this research could improve and develop this industry in international markets. This research method is phenomenology and statistical society includes export and marketing managers and experts in oil industry. Non-probable sampling and snowball sampling method was used in this research. Regarding this qualitative research, semi-structured depth interview was used to gather information and 7 deep interviews were done regarding to saturated rule. Structure, internal, interpretive and descriptive validity were used in order to Validation; for surveying reliability, revision while coding and surveying by another informed person were used in order to insure correct coding. After open, axial and selective coding and using Atlas. It qualitative software, suggested antecedents of Iranian oil products export performance includes: market orientation, company resources, marketing mix, macro environment and items of Iranian oil products export performance includes: financial performance, customer satisfaction and customer retention. In most of the previous studies have focused on positivism and quantitative research methodology while we used qualitative method in this research. Manuscript profile
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        143 - The Effect of Affiliate Marketing on Purchase Intention of Customers: Investigation of the Mediator Role of Customer Trust and the Moderator Role of Customer Involvement and Customer Perceptions. (Case Study: Food Industry)
        Maedeh Masoumi Asadollah Kordenaeij Asghar Moshabaki
        10.30495/jomm.2022.63707.1877
        With the rapid development of modern technologies, there have been rapid changes in consumer behavior as well as in the development of digital marketing and digital marketing tools. Today, digitalization has led to an increase in consumer awareness, and thus retailers n More
        With the rapid development of modern technologies, there have been rapid changes in consumer behavior as well as in the development of digital marketing and digital marketing tools. Today, digitalization has led to an increase in consumer awareness, and thus retailers need to find effective ways to stand out. The use of digital marketing leads to better use of marketing management techniques to make significant changes in product design, packaging, efficiency and performance. This type of marketing encompasses all marketing processes and aims to make more profit. Accordingly, this study examines the impact of affiliate marketing as one of the dimensions of digital marketing on customers' intention to buy by considering the mediating role of customer trust and modulating customer involvement and perception using structural modeling technique among 385 users. Deals with food ordering applications. The results of this study show that representative marketing has a significant effect on customer trust and customer trust also has an effect on purchase intention. Also, the moderating effect of customer involvement and perception on the relationship between customer trust and purchase intention is confirmed. Manuscript profile
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        144 - The Impact of Social Media Advertising Features on Costumer Purchase Intention
        Amirreza Ahmadnejad Masti kambiz heidarzadeh hanzaee fereshteh lotfizadeh
        10.30495/jomm.2022.19511
        The purpose of this study was to the impact of social media advertising Features on costumer purchase intention. This research, in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this researc More
        The purpose of this study was to the impact of social media advertising Features on costumer purchase intention. This research, in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire were used. Statistical population of the present research was composed of all students studying at Science and Research Branch of the Islamic Azad University, with the statistical sample taken through neither the Cochran’s formula nor Morgan’s table but rather based on structural equations modeling (SEM) with a covariance fitting approach. The statistical sample was made up of 439 students studying at Science and Research Branch of the Islamic Azad University (Tehran, Iran). The collected data was analyzed by SEM as implemented in the AMOS and SPSS software packages, based on which results the research hypotheses were confirmed at 95% confidence level. The perceived relevance, habit, interaction, and in formativeness were herein considered as independent variables, and the performance expectancy, hedonic motivation, and purchase intent were taken as mediating and dependent variables. The results showed that the hedonic motivation, interactivity, performance expectancy, in formativeness, and habit impose direct effects on the purchase intent. It was further found that the interactivity affects the hedonic motivation and anticipated performance expectancy, and that the perceived relevance imposes direct impacts on the anticipated performance expectancy and purchase intent. The in formativeness was also found to affect the performance expectancy directly. Finally, based on the obtained results, the advertisement agents specialized in social media advertising are recommended to pay increasingly more attention to the advertising on social media by employing marketing researchers and experts to improve their customers’ purchase intent. Therefore, the present study was performed to extend the present deal of knowledge about the principle aspects of advertising on social media and their effects on the customers’ purchase intent. An accurate review of the relevant literature led to the identification of six factors (performance expectancy, hedonic motivation, habit, interactivity, in formativeness, and perceived relevance) as the main predictors of the purchase intent. Manuscript profile
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        145 - Investigating the Effect of Social Media Marketing Activities on Repurchase Intention and Sustainable Social Communication (Case Study: Atiesaz Iranian Company in Mashhad)
        -Sayede Somayeh Ghorbi mohammad akbari mohamad ghasemi
        With the advent of social networks, a new style of human interaction and communication has emerged around the world. This change in style in areas such as marketing and consumer behavior has led to more focus and attention on the customer. Therefore, the aim of the pres More
        With the advent of social networks, a new style of human interaction and communication has emerged around the world. This change in style in areas such as marketing and consumer behavior has led to more focus and attention on the customer. Therefore, the aim of the present study is to investigate the effect of social media marketing activities on repurchase intention and sustainable social communication in Atisaz Iranian Iranian Company in Mashhad. The present study is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of this research includes the customers of Atiesaz Iranian Company in Mashhad. The sampling method is simple random. The number of samples in this study is 374 people. The tool used for data collection is a questionnaire; the face and content validity of which is approved by professors and experts in the field of marketing. Also, to determine the convergent validity, the extracted mean variance method has been used. Cronbach's alpha and combined reliability were used to calculate the reliability. Structural equation software (PLS) was used to analyze the data. The results show that social network marketing activities have a direct, positive and significant effect on repurchase intention and sustainable social communication and customer satisfaction. The results of the study of mediating variables also show that customer experience and perceived value have a positive and direct effect on customer satisfaction. On the other hand, no significant relationship was observed between the variables of customer identity and customer satisfaction. Manuscript profile
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        146 - Influencing the Effect of Export Market Orientation on Export Performance: Mediating Role of Marketing Effectiveness and Marketing Capabilities (Case Study: Export Companies in Ahvaz)
        Atefeh Bagheri kahyesh Ghasem Bakhshandeh
        The present study investigates the effect of export market orientation on export performance with the mediating role of marketing effectiveness and marketing capabilities. This research is a casual nature, applied in terms of purpose, cross-sectional in terms of type an More
        The present study investigates the effect of export market orientation on export performance with the mediating role of marketing effectiveness and marketing capabilities. This research is a casual nature, applied in terms of purpose, cross-sectional in terms of type and in terms of collecting data is descriptive-survey. The data collection tool was a questionnaire with 47 questions with 5-point Likert scale. The statistical population of this study is the managers and supervisors of export-related departments in export companies in Ahvaz. Given that the level of analysis of this study was companies, the questionnaire was distributed among all companies by census and finally 85 questionnaires were collected from 30 companies. The obtained data were analyzed using SPSS and Smart-PLS software. Findings showed that export market orientation has a positive and significant effect on marketing effectiveness and marketing capabilities; Marketing capabilities and marketing effectiveness also had a positive and significant effect on export performance, but the effect of export market orientation on export performance was not significant. In addition, the findings of testing the mediator hypotheses by the Sobel test method also showed that marketing capabilities and marketing effectiveness play a mediating role in the impact of export market orientation on export performance.   Manuscript profile
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        147 - Investigating the moderating role of consumer diversification, innovation and consumer aptitude on the relationship between satisfaction with customer behavioral loyalty
        Faezeh Rezaee K. Heidarzadeh
        The aim of this study was to investigate the moderating role of diversity, innovation and consumer susceptibility on the relationship between satisfaction and customer behavioral loyalty. The method of this research is quantitative, descriptive, survey and applied in te More
        The aim of this study was to investigate the moderating role of diversity, innovation and consumer susceptibility on the relationship between satisfaction and customer behavioral loyalty. The method of this research is quantitative, descriptive, survey and applied in terms of purpose. The study was conducted on the clothing industry. In this study, the required evidence was obtained by using a questionnaire and collecting data from 360 students of the Islamic Azad University, Tehran Science and Research Branch, who were selected using a stratified random method appropriate to the volume. Data analysis was performed by structural equation modeling using AMOS and SPSS software and the research hypotheses were confirmed at 95% confidence level. Considering that in order to achieve the research objectives, the research model has been fitted twice. In the first model, the relationships between research structures in accordance with the conceptual model with structural modeling and in the second model, the relationships between research variables according to the conceptual model with path analysis. Findings show that the results of the structural part, the results of the measurement of the validity and reliability of the structural measuring instrument and the fit indices have supported the conformity of the collected evidence with the theoretical model. According to the results of the first model of the research, the coefficients of the independent-dependent structure and the effect of the intermediate structure on the dependent are supported in a positive and significant way. The results of the second model are investigated from the coefficients of the interaction effect of three moderator variables with the mediating variable on the dependent variable and the results show that the interaction coefficients of the two paths are inverse and significant and one path is direct and significant. Therefore, all five hypotheses of the research have been confirmed. Manuscript profile
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        148 - Presenting the model of the effect of entrepreneurial marketing dimensions on consumer behavior with the approach of structural equations in startups in the field of new technology
        HAMIDEH reshadatjo amir ebrahimpour
        The aim of this study was to investigate the effect of entrepreneurial marketing dimensions on consumer behavior in IT area of startups. This research is applied in terms of purpose and is descriptive-survey in terms of data collection. The community surveyed are all co More
        The aim of this study was to investigate the effect of entrepreneurial marketing dimensions on consumer behavior in IT area of startups. This research is applied in terms of purpose and is descriptive-survey in terms of data collection. The community surveyed are all consumers who have used the services of five startups (Linkup, Smart Forever, Pigam, Picto, and Onar). To collect information using Morgan's table to determine the sample size, 384 questionnaires were analyzed by random sampling method among sample members, distribution and information by structural equation analysis method and through plus software. All research hypotheses have been confirmed and the effect of entrepreneurial marketing dimensions (pre-eminence, risk-taking, opportunism, innovation, human resource leverage, value creation, firm's tendency to marketing, intellectual and social capital) on consumer behavior to prove Receipt. The results showed that the dimensions of entrepreneurial marketing by influencing consumer behavior, on a better understanding of the use of entrepreneurial and creative marketing among IT startups can increase satisfaction, loyalty and trust among consumers. Manuscript profile
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        149 - Presenting a strategic model of marketing capacities and its impact on performance in order to develop open innovation in Khuzestan steel industry
        azadeh taj amir leila Andervazh mohammad hosseinpour
        10.30495/jomm.2022.63093.1867
        Introduction: Marketing capacity is a mechanism that enables organizations to implement their strategies in a competitive environment. Using these capabilities, organizations can improve their performance in today's competitive environment by using their physical resour More
        Introduction: Marketing capacity is a mechanism that enables organizations to implement their strategies in a competitive environment. Using these capabilities, organizations can improve their performance in today's competitive environment by using their physical resources and intellectual and strategic assets. The purpose of this study is to present a model of marketing capacity in the Khuzestan steel industry and its impact on the company's performance in developing open innovation. Method: The method of the present study is a combination that was performed in two qualitative and quantitative stages using data theory of the foundation. Qualitative stage data were collected through interviews with 15 experts in the field of marketing who were selected through purposive sampling and analyzed with Maxqda software. Qualitative data analysis software. Results: The results obtained from the analysis of theoretical foundations and research interviews, led to the final model of marketing capacity, which has 10 main categories of product, distribution network, market, customer, competitor analysis, advertising, brand, management strategies, and technological strategies. And training. Analysis of competitors, customers and products in the role of "underlying factors" of the market in the role of "environmental conditions", advertising, brand, distribution network, management strategies, technological strategies and training in the role of "strategies and strategies" and marketing capacity in the role of the "main category" and the company's performance in the role of "consequence" have been identified. The researcher-made marketing capacities that resulted from the results of the qualitative sector and in the quantitative sector, considering the importance of open innovation to be a market leader in the steel industry, the company's performance was measured based on open innovation. Was analyzed. Findings indicated a good fit of the proposed model. Manuscript profile
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        150 - Identifying and Prioritizing the Factors Affecting the Intention of Viral Marketing Behavior in Customers with a Multi-Criteria Decision Approach (Fuzzy Hierarchical Analysis)
        naser seifollahi Mohmmad Bahadorinejad
        10.30495/jomm.2022.65004.1899
        Introduction and Objective: Today, in a competitive market all products have competitive advantages and it is not easy to find the difference between the products. One of the ways to achieve these differences is using methods that focus more on customers. In viral marke More
        Introduction and Objective: Today, in a competitive market all products have competitive advantages and it is not easy to find the difference between the products. One of the ways to achieve these differences is using methods that focus more on customers. In viral marketing, the organization sends its message to others using communication between customers. By turning the internet network of customers and subscribers into a huge machine that spreads mouth to mouth, viral marketing subjects the company to everyone. Due to its low cost, this marketing method possibly complements or even alternatives to traditional methods, especially in services and industry, and Marketers can persuade more customers and users by examining the effective factors. Therefore, this study aims to identify the factors affecting the intention of viral marketing behavior in customers and their prioritization. Methods: In this study, documentary analysis and the AHP method with fuzzy approach were used to identify and prioritize the effective factors. Findings: According to the documentary analysis results, five main categories of mouth-to-mouth marketing, customer satisfaction, loyalty programs, recipients, and viral elements are cited among the main influential factors. Each of these main criteria included a total of 30 sub-criteria. Based on the fuzzy AHP results, the loyalty programs criterion has the highest, and mouth-to-mouth marketing has the lowest final weight. Conclusion: According to the results, customer satisfaction is responsible for persuading customers to buy more from that company and showing individual viral marketing behavior. Customer loyalty programs significantly affect viral marketing intent, and their motivation for viral marketing increases when customer loyalty increases. Manuscript profile
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        151 - University Entrepreneurial Marketing: Developing Model with a Mixed Approach
        Mostafa Khazai Kohpar Mohammad Javad Taghipourian Razieh Alikhani Davood Kiakojori
        Today, the creation of multiple changes in the global space has had a significant impact on higher education institutions, leading them to reconsider their overall strategies. The aim of the present study was to develop a university entrepreneurial marketing scale with More
        Today, the creation of multiple changes in the global space has had a significant impact on higher education institutions, leading them to reconsider their overall strategies. The aim of the present study was to develop a university entrepreneurial marketing scale with a mixed approach. The sample of the qualitative section consisted of 12 managers who were selected using targeted sampling method and based on the principle of saturation. Technology and entrepreneurship management. The statistical sample was 431 people, which was distributed in several stages throughout Iran by cluster sampling method. To analyze the qualitative part of the in-depth interview, content analysis technique and MAXQDA software and in a small part of expert narrative (CVR), exploratory factor analysis, DEMATEL technique and MATLAB software to determine the internal relationships between the components and software of structural equations Amos Used to test hypotheses. The results showed that university entrepreneurial marketing has seven dimensions; Academic processes are networking, advertising, customer orientation, employee competence, opportunism and facilities. The results of the quantitative section showed that the components of facilities, employee competence and academic processes have a causal aspect and the components of advertising, networking, customer orientation and opportunism have a disabled aspect and have a higher impact. The results showed that entrepreneurial marketing of the university is a new and practical method for marketing of universities and higher education institutions, which can be used to compete and survive in today's competitive conditions of the education industry. Manuscript profile
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        152 - The Role of Window Shopping in Improving Word of Mouth Marketing in Chain Stores
        Karim Esgandari Soheyla Soleymanpour Shadi Orafaye Jamshidi
        Part of people's daily lives is spent shopping and Passages in shops. Shopping malls, like other modern spaces, are an integral part of urban life where "consumption" plays a key role. Vitrine is a magnet for customer attraction, and retailers are trying to open a commu More
        Part of people's daily lives is spent shopping and Passages in shops. Shopping malls, like other modern spaces, are an integral part of urban life where "consumption" plays a key role. Vitrine is a magnet for customer attraction, and retailers are trying to open a community window shopping inside their store. Therefore, the purpose of this study is to investigate the role of Window Shopping in improving word of mouth marketing in chain stores. The statistical population of the present study is the customers of Janbo chain stores, the number of which is considered unlimited. The size of the statistical sample in the present study is estimated based on Cochran's formula of 384 people. The sampling method in the present study is multi-stage clustering. The data collection tool in the present study is a researcher-made questionnaire in which the dimensions of the research variables were indexed and turned into questionnaire questions. Combined reliability was used to assess the reliability of the questionnaire and face validity method was used to assess the validity. After validity and reliability of the questionnaire, it was given to the statistical sample. After collecting the questionnaire, the data were collected by descriptive statistical methods, summarized and categorized. In order to answer the research questions from path coefficients test, R2 criterion, Q2 predictive power factor, G0F index as well as coefficient Significance T (T-VALUE) is used. The results show that the components of the roundabout, including the enjoyment and sudden purchase and the components of word of mouth marketing, confidence in the information, and attention to comments, information acquisition, information dissemination and collaboration with others were confirmed and finally the showcase application model was confirmed. Rounding out the emphasis on word-of-mouth marketing components is offered at chain stores. Manuscript profile
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        153 - The Effect of Branding on Marketing and Export of Knowledge Companies Products (Case Study: Companies under Mazandaran Science and Technology Park)
        Vadood Javan Amani Hamid Akbari
        So far, there has been much research in the fields of science and research technology, but there is no research found on the determinants of brand equity in knowledge firms. Considering that the ability to provide technological and innovative products is the key to the More
        So far, there has been much research in the fields of science and research technology, but there is no research found on the determinants of brand equity in knowledge firms. Considering that the ability to provide technological and innovative products is the key to the success of firms in a highly dynamic environment, Experts have developed the knowledge of marketing in knowledge businesses as the basis for sustainable competitive advantage. Therefore, the main objective of this paper is to explore the effect of branding in the development of marketing and exporting knowledge companies' products to the neighboring countries' markets. Data were collected by questionnaire from customers of knowledge firms based on Mazandaran science and science parks. As the research methodology, SPSS20 software has been used for structural equations and Smart PLS2 to evaluate the validity and reliability of the research variables. The results show that there are positive and significant relationships among leadership with marketing strategy, leadership with the marketing mix, marketing mix with marketing strategy, marketing strategy with market analysis and perception. However, leadership has not positive and significant relationship with the marketing mix, market perception with the marketing mix, and marketing strategy with the marketing mix. Findings of this study have practical applications to increase brand equity by strengthening relationship marketing patterns. Manuscript profile
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        154 - Providing the Sales Model of New Products of the Country's tire Industry through Relational Marketing Methods
        masoud safizadeh afsaneh zamanimoghadam Abbas Toloei Ashlaghi
        10.30495/jomm.2022.19517
        The purpose of this study is to present a sales model of new products in the country's tire industry through relational marketing methods. Since in this applied research, the main goal is not only scientific discovery, but also to test and study the application of knowl More
        The purpose of this study is to present a sales model of new products in the country's tire industry through relational marketing methods. Since in this applied research, the main goal is not only scientific discovery, but also to test and study the application of knowledge, so the method of this research is applied in terms of purpose and has been done by exploratory method. The data collection method is quantitative and the data collection tool is a questionnaire. Therefore, 375 people participated in this study. The collected data were analyzed by descriptive and inferential methods through SPSS 16 and Smart PLS software. After conducting the research, the results showed that: systematicity, technology orientation, design orientation, market orientation, use of resources, the basis of efforts for new goods, conceptualization of new goods, and finally new product management; Under the heading of market components of selling new goods by one-to-one marketing method; Approved. Model fit tests showed the validity of the model. Manuscript profile
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        155 - Designing a Green Marketing Development Model for Organic Products
        omid mohammadi ali pirzad Seyed Najmeddin Mousavi
        Environmentally friendly marketing, which is emerging due to increasing environmental concerns and awareness, has been hailed as a popular advertising strategy In addition, in order to gain a better understanding of a particular nation's environmental movement, it is im More
        Environmentally friendly marketing, which is emerging due to increasing environmental concerns and awareness, has been hailed as a popular advertising strategy In addition, in order to gain a better understanding of a particular nation's environmental movement, it is important to experiment how that  consumers view environmental issues and, consequently, how they behave. The aim of this study was to design a green marketing development model for organic products of live Nature Company with the brand (Cinere) in Kohgiluyeh and Boyer-Ahmad Provinces. The research method was based on the applied purpose and was been qualitative in terms of data collection. The statistical population in the qualitative section were marketing experts. Experts were identified by targeted sampling and snowball sampling, which according to the adequacy of the data, a total of 10 experts were interviewed. Interviews were used to collect data. Ground data theory approach was used to analyze the data. The results confirmed that clean label, environmental concern, green advertising, green packaging and green price have an impact on customers' environmental behavior. In the quantitative part of the statistical population of the research, the sellers of stores in Kohgoluyeh and Boyer-Ahmad provinces with an appropriate level of sales of Cinere products that were 40 people, that all of whom were evaluated. The analysis of the findings was performed using the structural equation method and the results showed that the environmental concern was 0.807, green packaging was 0.804, green advertising was 0.90, green price was 0.79 and clean label was 0.29 that affects consumer behavior. Manuscript profile
      • Open Access Article

        156 - Designing an Industrial Marketing Research (B2B) Evaluation Model with Emphasis on Organizational Purchasing Behavior Pattern
        کریم Esgandari leila beigloo
        Industrial marketing is defined as those business and commercial activities that facilitate exchange processes between manufacturers and corporate customers. The nature of industrial marketing can be considered as creating value for customers by providing goods and serv More
        Industrial marketing is defined as those business and commercial activities that facilitate exchange processes between manufacturers and corporate customers. The nature of industrial marketing can be considered as creating value for customers by providing goods and services that meet their organizational needs and goals. The present article provides an overview of research into identifying the factors influencing industrial marketing (B2B) evaluation. In the present study, the data were collected completely naturally and without manipulation, it is considered as descriptive (non-experimental) research. After determining the research questions, in order to perform a systematic search, before any action, the search scope should be determined based on the meta-combination method. For this purpose, an attempt has been made to review the collection of articles published in various databases, journals, conferences and search engines from 2000 to 2015. The findings of the research using the meta-combination method on the 20 final selected articles indicate that "development of potential market facilities", "market share analysis", "sales analysis", "forecast", "analysis "Competitor", "Competitors benchmarking", "How to accept a new product and its potential", "Business process studies", "Determining the sales quota" are some of the effective components in evaluating industrial marketing. In this study, finally, a suitable model for evaluating industrial marketing (B2B) research with emphasis on organizational purchasing behavior pattern was presented. Manuscript profile
      • Open Access Article

        157 - Investigating the impact of social media advertising features on the intention to buy young customers in the electronics industry (case study: digikala)
        abbasali hajikarimi Fatemeh Karimi Jafari shahin yazdani
        10.30495/jomm.2022.63424.1874
        The main purpose of this study is to investigate the effect of social media advertising features including interaction, enjoyable motivation, expected performance, awareness, habit and perceived communication on the intention of young customers to buy in the electronics More
        The main purpose of this study is to investigate the effect of social media advertising features including interaction, enjoyable motivation, expected performance, awareness, habit and perceived communication on the intention of young customers to buy in the electronics industry. The statistical population of the study is the customers of Digikala and young people (between 18 and 35 years old). In order to select the sample using stratified and random sampling method, the index-to-latitude ratio formula proposed by Bumsma (Westland, 2010) has been used. According to this formula, for 31 questions and 7 variables, at least 100 samples need to be collected. Finally, 143 questionnaires were collected online. This research is applied in terms of purpose type and descriptive-survey in terms of nature. PLS software was used to analyze the data and test the hypotheses. The results confirm the hypotheses of the effect of expected performance on purchase intention, the effect of habit on purchase intention, the effect of interaction on purchase intention, the effect of interaction on enjoyable motivation, the effect of awareness on purchasing intention, the effect of perceived relationship on expected performance On the intention to buy, the effect of interaction on the expected performance, the effect of awareness on the expected performance and the effect of perceived communication on the intention to buy. Finally, according to the obtained results, it is suggested to the mentioned company to pay attention to the quality of the relationship, interaction with the customer, use of business intelligence tools, awareness and building trust in order to influence the purchase intention of young customers. Manuscript profile
      • Open Access Article

        158 - The Effect of Guerrilla Marketing Dimensions through Usefulness Mediation Variables and Acceptance of Information in Brand Image in Social Networks Studied By Students of Tehran Azad University of Research Sciences
        Shadi Shahriari Farideh Haghshenas kashani
        Introduction: Social media allows advertising to reach more people and the purpose of this article is to examine the effect of guerrilla marketing advertising on social media on the brand image. Methods: The present study is descriptive-survey in nature and applied in More
        Introduction: Social media allows advertising to reach more people and the purpose of this article is to examine the effect of guerrilla marketing advertising on social media on the brand image. Methods: The present study is descriptive-survey in nature and applied in terms of purpose. The statistical population of the research is the students of the Azad University of Research Sciences who use social networks, of which 382 people were selected as a sample. Simple random sampling and data collection tool is a questionnaire. Smart PLS 4 software was used for data analysis. Results: The results confirm the proposed model and the effect of guerrilla marketing advertisements on social media on the mental and functional image of the brand. Conclusion: This study proves that IACM is valid for use in various fields. On the managerial side, this study provides marketers with a reference framework for understanding the process of adopting guerrilla marketing information on social media. Manuscript profile
      • Open Access Article

        159 - Designing a Qualitative Model of Entrepreneurial Marketing in Corporate Banking
        Mehdi Kasegarha Mohammad Javad Taghipourian javad Gilanipour Mehran Mokhtari
        10.30495/jomm.2023.64737.1977
        The purpose of this research is to systematically study entrepreneurial marketing in corporate banking in order to determine the effective factors and barriers and components of entrepreneurial marketing in corporate banking. is. The current research is descriptive-expl More
        The purpose of this research is to systematically study entrepreneurial marketing in corporate banking in order to determine the effective factors and barriers and components of entrepreneurial marketing in corporate banking. is. The current research is descriptive-exploratory in terms of qualitative approach and in terms of how to analyze the data with meta-composite method. The tool used in this research is interview (semi-structured). The statistical population consists of bank experts, especially people who have sufficient expertise and knowledge in the field of entrepreneurial marketing. In this research, the members of the expert panel were selected using a snowball sampling method; Key codes were analyzed after studying and extracting them using thematic analysis approach using MAXQDA software. The results showed that the components and dimensions of entrepreneurial marketing include: market-oriented, risk management, differentiation, entrepreneur characteristics, opportunism, they were innovation, customer orientation, networking and value orientation. Effective factors include two main components of internal factors (environmental disturbance, government problems, limited market share, lack of customer commitment, technological change, and market problems) and external factors (management challenges, human barriers, lack of resources, and restrictions) and barriers include Two main components, internal factors (entrepreneurial mentality, organizational structure, culture, knowledge management and emotional intelligence) and external factors (branding, new marketing, and communication improvement) were classified. Manuscript profile
      • Open Access Article

        160 - Presenting Agricultural Marketing Model with Emphasis on Medicinal Herbs in Iran
        BIJAN Alizadeh Abdullah naami mohammad kohandel mohammad nasrollahniya
        10.30495/jomm.2023.70088.1983
        Background: Nowadays, in most developed countries, marketing of agricultural products is one of the major sectors of the economy. Therefore, the marketing of agricultural products is an important necessity and to solve the problems of rural areas and farmers, it is nece More
        Background: Nowadays, in most developed countries, marketing of agricultural products is one of the major sectors of the economy. Therefore, the marketing of agricultural products is an important necessity and to solve the problems of rural areas and farmers, it is necessary to professionally market agricultural products into the agricultural development system of these areas. Accordingly, choosing the right marketing strategy is effective in selling more products and services and the success of organizations in the competition. Objective: This research was conducted with the aim of providing an agricultural marketing model with an emphasis on medicinal herbs in Iran. Method: Qualitative and exploratory interpretive research method was conducted with grounded theory technique. The data collection of this research was done using in-depth semi-structured interviews. The statistical population includes elites, professors, and senior managers in the fields of agriculture and marketing of medicinal herbs, in-depth interviews were conducted with 15 people through targeted sampling, and the theory building process reached theoretical saturation with 15 interviews. Data analysis has been done using Strauss and Corbin coding. The following methods have been used to validate the model and results: consensus of data: in this research, various experts were interviewed, consensus of researchers: at different stages of this research, the research findings have been revised by other expert researchers. Member control: In this research, research findings have been reviewed with knowledgeable people and experts at different stages of the research. Validity and Reliability: In this research, to ensure the validity of the instrument, the participant control method was used, and to ensure the reliability, the retest method and intra-subject agreement method were used. Findings and results: The qualitative research results were obtained based on three stages of coding with more than 108 meaningful propositions, 211 corresponding concepts, 23 subcategories, 9 main categories, and one core category, and based on the results, a qualitative research paradigm model was drawn. that the components of the paradigm model include 9 main categories obtained including; Skill development, market understanding, managers' commitment and orientation to marketing, commercial liberalization, synergy in marketing, market orientation, sustainable development of agriculture, globalization of markets and agricultural promotion, which by further abstracting these categories in the selective coding stage, a core category called "development" "Agricultural marketing" has led, which is related to all other categories.   Manuscript profile
      • Open Access Article

        161 - Intellectual Paradigm and Draw a Scientific Map of International Research in the Field of Digital Marketing Tools in the Fashion and Clothing Industry
        mona koshki Shahnaz Nayebzadeh Abolfazl Davodirokabadi Karim Hamadi
        10.30495/jomm.2023.69546.1976
        The aim of this study was to analyze the intellectual paradigm and draw a scientific map of international research in the field of digital marketing tools in the fashion and clothing industry. This study has been performed on 1150 articles in the Web of Science database More
        The aim of this study was to analyze the intellectual paradigm and draw a scientific map of international research in the field of digital marketing tools in the fashion and clothing industry. This study has been performed on 1150 articles in the Web of Science database following the interpretive paradigm and systematic review method based on defined search terms. In order to conduct research and achieve the desired goals, researchers have systematically studied all published research articles on digital marketing tools between 2002 and 2022 and analyzed the data using VOS viewer software version. 6.1 Done. To analyze the data, by searching for articles in the selected research database, they were entered into the analysis process in three stages after screening, and from the perspective of the year of research, co-authorship and keyword usage were examined. Based on the results, it was observed that most research in this field has been done in 2022. Also, the authors with the most research in recent years were identified and introduced, and it was determined which authors’ number of articles in the field of digital marketing is higher. The results also showed that the most important keywords include digital transfer, digitalization, social networks, digital marketing and artificial intelligence. Based on this, these factors can be considered as the most important factors related to digital marketing tools. Based on this, it can be concluded that social networks and artificial intelligence are the most important tools of digital marketing and researchers can study these tools in their research to increase article traffic. Also, for the fashion and clothing industry, these tools can be considered as the most effective digital marketing tools. Manuscript profile
      • Open Access Article

        162 - Investigating the Scientific Outputs of the Field of Viral Marketing in the Web of Science
        shima shahhosseini bideh sayyed hasan hataminasab Shahnaz Nayebzadeh mohammadreza dehghani ashezari sayyed majid mirhosseini
        10.30495/jomm.2023.70089.1984
        Introduction: The purpose of this research is to present a comprehensive picture of the state of scientific activities in the field of marketing and to draw a co-occurrence map of words in scientific articles introduced in the Web of Science database.Methods: The curren More
        Introduction: The purpose of this research is to present a comprehensive picture of the state of scientific activities in the field of marketing and to draw a co-occurrence map of words in scientific articles introduced in the Web of Science database.Methods: The current research is a scientometric type, which was carried out using scientometric indicators and network analysis method. So that by referring to the Web of Science database, the information of 250 degrees in the field of viral marketing was examined. VOSviewer network analysis software was used for data analysis.Results: After searching, screening and qualitative evaluation of the studies, the final analysis was performed on 250 articles in the period from 2001 to 2021. In-depth analysis of the selected articles showed that the most research in the field of viral marketing is related to 2020 with the number of 49 articles. The United States is the most active country in this field with 75 articles, followed by China and Singapore, respectively, with the highest number of research and communication between authors. Iran is ranked fourteenth. Also, in the evolution of keywords, the primary focus has been on "social media" and "popularity", and in the following years, respectively, the words "word of mouth", "viral marketing", "electronic word of mouth", "Twitter" and "Facebook" has arrived.Conclusion: Paying attention to the most used and least used countries and researchers through scientometrics can reveal research opportunities and weaknesses in the field of viral marketing and illuminate the horizon for Iranian researchers to shine their results at the international level. According to the results obtained in Iran in the field of viral marketing, although it has superior authors, it has weak points due to communication with other authors. Manuscript profile
      • Open Access Article

        163 - The Impact of Social Media Marketing Efforts on Customer Value in Luxury Brands (Case study: luxury brands in the clothing market)
        Ebrahim ghaed Habib Shirafkan Lamso Alireza Hadadian
        10.30495/jomm.2022.60843.1825
        The aim of this study was to investigate the effect of marketing efforts on social media on customer equity through objective equity, communication equity and brand equity among customers of luxury brands in Mashhad clothing market. This research is applied in terms of More
        The aim of this study was to investigate the effect of marketing efforts on social media on customer equity through objective equity, communication equity and brand equity among customers of luxury brands in Mashhad clothing market. This research is applied in terms of purpose and descriptive-analytical in terms of nature and method. The statistical population is all customers of luxury brands of Mashhad clothing market equal to 530 people who were selected with Cochran's formula equal to 384 samples and by simple random sampling. The data collection tool was a questionnaire whose content validity was assessed using professors' opinions and its construct validity was assessed using confirmatory factor analysis. Cronbach's alpha coefficient greater than 70% for different constructs of the questionnaire confirmed its stability. Structural equation modeling and hierarchical regression were used to test the hypotheses. The results showed that social media marketing activities both directly and indirectly, i.e. through objective equity, communication equity and brand equity, affect customers' equity. Also, the effect of objective equity, communication equity and brand equity on customer equity was also confirmed. Manuscript profile
      • Open Access Article

        164 - Designing and Explaining the Entrepreneurial Marketing Model on E-Marketing with the Effect of Brand Personality Differentiation on Purchasing Intention
        Abdolreza Borhaninejad Fataneh ALIZADEHMESHGANI Mousa Rezvani Chaman Zamin kamaladdin rahmani
        10.30495/jomm.2022.67916.1944
        The purpose of this study is Designing and explaining the behavioral finance model on entrepreneurial E-Marketing. In terms of data collection, this research is in the category of descriptive research in terms of developmental-applied purpose, descriptive-survey type, a More
        The purpose of this study is Designing and explaining the behavioral finance model on entrepreneurial E-Marketing. In terms of data collection, this research is in the category of descriptive research in terms of developmental-applied purpose, descriptive-survey type, and cross-sectional in terms of time. The statistical population of this research is the users of social networks (Instagram, WhatsApp, Telegram) based on the unlimited Cochran formula and equal distribution among each community, 163 samples for each community and a total of 489 people have been determined as the research sampling method. The data collection tool was Fick et al.'s questionnaire and Jennifer Aker's questionnaire in order to check the reliability and validity of the research. Data analysis was done through structural equations SEM. The reliability of variable questionnaires was at the optimal level (above 80%). The research results have shown that the model has a good fit. The financial behavioral variable has an effect on entrepreneurial e-marketing and purchase intention, also the dimensions of entrepreneurial marketing, namely celebrity credibility, value creation, personality differentiation, focus on innovation, opportunism and risk management, have an effect on e-marketing and purchase intention. The effect of E-marketing on purchasing intention has also been confirmed based on statistical information and surveys. The above results show that in social networks, paying more and more attention to entrepreneurial marketing and electronic marketing has a direct effect on increasing the desire to purchase. Manuscript profile
      • Open Access Article

        165 - Scientific Mapping and Analysis of Keywords "Gasification in Marketing" Using the Scientometric Method and Social Network Analysis
        Farid Mehrnia Elahe Rostami arooshaki MAMA Kermani Mehrdad Maghsudi
        10.30495/jomm.2023.72473.2028
        By creating a bridge between gasification and marketing, gasification has emerged as a new tool to improve business processes in organizations and its applications have increased. On the other hand, research collaborations in this field have grown significantly in the p More
        By creating a bridge between gasification and marketing, gasification has emerged as a new tool to improve business processes in organizations and its applications have increased. On the other hand, research collaborations in this field have grown significantly in the past years and this trend is expected to continue. As scientists from different scientific fields come together to tackle global challenges, their networks become more complex and require more complex analysis and solutions. In this research, we are trying to conduct a structured review based on a model consisting of scientific methods and social network analysis, with the help of which, without the slightest application of personal opinion, the best articles, keywords, researchers, journals, institutions and countries active in this field according to several indicators identify in order to use these results to apply the best methods and findings of gasification in marketing as well as targeting future researches in this growing field. In order to investigate scientific cooperation in this field, social network analysis was used to analyze networks and their applications, and scientometrics was used to find the best articles, keywords, authors, institutions, and countries, and the publication process of articles during different years in the two fields mentioned, and the invisible network was also used. The authorship created between scientists of different countries and educational/commercial institutions in the field of gasification in marketing has been examined, in other words, it can be said that in this research, an attempt has been made to present a comprehensive plan of the field of gasification in marketing with scientific mapping. Manuscript profile
      • Open Access Article

        166 - Presenting a Brand Development Model in Tourism of Natural Places
        Yasamin Golafshan Yousefi, Azam Rahiminik sina Nematizadeh mandan momeni
        10.30495/jomm.2023.73416.2049
        Although many aspects of brand theory can be applied to tourism destinations and different places, the branding process of tourism destinations is much more complicated than branding for products and goods. For this reason, it is necessary and important to identify the More
        Although many aspects of brand theory can be applied to tourism destinations and different places, the branding process of tourism destinations is much more complicated than branding for products and goods. For this reason, it is necessary and important to identify the factors that lead to the branding of tourist places. In this article, we have tried to present a brand development model in the tourism industry using a qualitative approach and thematic analysis method. To present the model, first the research literature was studied and then 10 tourism industry experts were interviewed. The data obtained from the interviews were coded, the categories were defined and finally 7 main themes were obtained, which include attachment to the place, awareness of the tourism destination brand, physical factors, background conditions, place value, communication and information. Facilities and services. Manuscript profile
      • Open Access Article

        167 - The Critical Thinking Model of Bank Mellat Employees Based On Internal Marketing Components
        Karim Esgandari negin mirab khanbaghi Shadi Orafaye Jamshidi Ahmad FathiAbdullahi
        10.30495/jomm.2023.68415.1956
        The purpose of this research is the critical thinking model of Bank Mellat employees based on internal marketing components. The present research is practical in terms of purpose and survey in terms of method. The statistical population of this research is the employees More
        The purpose of this research is the critical thinking model of Bank Mellat employees based on internal marketing components. The present research is practical in terms of purpose and survey in terms of method. The statistical population of this research is the employees of Mellat Bank of East Azerbaijan province. According to the information received from Bank Mellat, their number is 750 people during the period of research. The size of the statistical sample is estimated to be 250 people based on Cochran's formula. A stratified random sampling method was used to select the statistical sample from the statistical population. The data collection tool in the current research is a researcher-made questionnaire in such a way that the dimensions of the research variables were indexed and turned into questionnaire questions. Cronbach's alpha test was used to measure the reliability of the questionnaire and the face validity method was used to measure the validity of the questionnaire. Which was given to the statistical sample after measuring its validity and reliability. After collecting the questionnaires, the obtained information was summarized and classified using descriptive statistical methods, and in order to answer the research questions, Pearson's correlation test and multiple regression were used in SPSS software. Research findings show that critical thinking skills include dimensions (cognitive skills, analytical skills, questioning skills, scientific and research skills, planning skills, interactive skills, flexibility and innovation skills, skills emotional skills, decision-making skills, judgment skills) and internal marketing including dimensions (customer orientation, employee empowerment, employee motivation and satisfaction, internal communication, training and development, explaining a clear vision, reward and encouragement, job security, information sharing , reducing the class gap among employees). The results show that the presented model is approved by the statistical community. Manuscript profile
      • Open Access Article

        168 - Presenting a Model for Sustainable Marketing Development Using Digital Marketing
        Mohammad Bashokouh Mohmmad Bahadorinejad navid shafiei
        10.30495/jomm.2023.71947.2021
        Sustainability in the field of marketing is examined from different perspectives. Some writers focused on environmental or green issues and others on social issues. Therefore, analysis and evaluation of marketing strategy in terms of sustainability is also a unique goal More
        Sustainability in the field of marketing is examined from different perspectives. Some writers focused on environmental or green issues and others on social issues. Therefore, analysis and evaluation of marketing strategy in terms of sustainability is also a unique goal and requires special attention. Therefore, this paper presents a model for sustainable marketing development using digital marketing in the fast fashion industry. The current research is a qualitative study and in terms of its purpose, it is an applied research. The participants in this research are experts in the field of marketing, and the theoretical saturation method was used to determine the sample size. This means that the interviews continued until theoretical saturation was reached. In this research, interviews were conducted with 8 experts, and after interviewing the 8th person, we reached theoretical saturation. For data analysis, MaxQuda software version 12 was used using open, axial and selective coding method. The results show that the research model includes two main variables that each sustainability marketing variable has 8 dimensions and 24 indicators, and the digital marketing variable has 4 dimensions and 15 indicators. Manuscript profile
      • Open Access Article

        169 - Validation of Municipal Customer Participation Pattern Based on Social Trust Marketing (Case Study: Tehran Municipality)
        Saeedeh Sadeghi Afjeh Hossein Budaghi Khajeh Nobar behnaz khosh tinat samad aali
        10.30495/jomm.2023.72388.2027
        Customer involvement (customer engagement) is a communication in business that implies the relationship between customers and stakeholders of the organization through different channels. In this approach, the expansion and improvement of the relationship with customers More
        Customer involvement (customer engagement) is a communication in business that implies the relationship between customers and stakeholders of the organization through different channels. In this approach, the expansion and improvement of the relationship with customers is emphasized. This participation is not possible unless measures are taken to increase social trust. Customer orientation and customer participation are important issues in municipalities, and customer relationship management systems play an essential role in creating and developing this partnership.The purpose of this study is to validate a model for municipal customer participation based on social trust marketing. This research is a cross-sectional research in terms of data collection method and time period. The statistical population includes all citizens of Tehran. Due to the infinity of the statistical population, the sample size of 384 people was estimated using Cochran's formula and sampling was done by simple random method. Structural equation modeling method and LISREL software were used to validate the municipal customer participation model. Also, the indicators of municipal customer participation have been prioritized by the method of confirmatory factor analysis, validation and by Savara method. The data collection tool was a questionnaire that was validated by construct validity and convergent validity methods. The reliability of the questionnaire was also assessed using Cronbach's alpha and combined reliability. The results show that managing the relationship with municipal customers is effective on social responsibility and establishing social trust. These two categories improve the quality of municipal services and attract social satisfaction of municipal customers. In the shadow of improving the quality and increasing trust and satisfaction, achieving the marketing goals of social trust is achieved and ultimately leads to the participation of municipal customers. Manuscript profile
      • Open Access Article

        170 - Developing a digital marketing strategy model for Iranian successful startups based on the Grounded Theory
        Sepideh Moradi ziba Javad Abbasi Reza Radfar Mohammad Ali Abdolvand
        10.30495/jomm.2023.74537.2072
        The aim of the present research is to compile digital marketing strategies model in Iranian successful startups. The research method is qualitative. Using the grounded theory approach, the codes were identified and subsequently, the axial and selective codes of the rese More
        The aim of the present research is to compile digital marketing strategies model in Iranian successful startups. The research method is qualitative. Using the grounded theory approach, the codes were identified and subsequently, the axial and selective codes of the research concept were classified. Thirteen interviews with the university experts and CEOs of the startups were done using Judgmental Sampling and Snowball Sampling methods. The research data were collected and the theoretical saturation process started with interview 11. The research findings identified 241 initial codes, 46 axial codes, and 14 selective codes. The selective codes included network capability, use of artificial intelligence, marketing capability, customer knowledge, field of activity organizational, cultural, and structural, ability, value creation for the customer, and value creation for the company, social, individual, organizational and technological values. Based on the research results, causal conditions with 4 variables of network capability, use of artificial intelligence, marketing capability, and customer knowledge affect digital marketing strategies. The digital marketing models in successful Iranian startups was formulated and presented by determining the contextual and intervening conditions, and determining the outcomes and strategies for improvement of strategies. Manuscript profile
      • Open Access Article

        171 - A Qualitative approach to Developing a content marketing model
        Maryam Ghaderifar, Jamshid Salar Aliakbar Aghajani afrouzi,
        10.30495/jomm.2023.74138.2066
        The main goal of this research is designing a content marketing model in online stores of cosmetics and health products, carried out qualitatively based on the grounded theory approach. First, with the help of the foundation theory, a semi-structured interview was utili More
        The main goal of this research is designing a content marketing model in online stores of cosmetics and health products, carried out qualitatively based on the grounded theory approach. First, with the help of the foundation theory, a semi-structured interview was utilized to collect data. The data were then analyzed through Strauss and Corbin’s method and the Paradigm Model. Targeted modeling and snowball technique were used to samples for deep interviews, carried out with 21 experts and university professors. The open, central, and selective codes were produced followed by the development of the paradigm model for the content marking in online cosmetics and health stores as well as the output of MAXQDA software. During the qualitative stage, which was based on the grounded theory, 20 factors relating to content marketing model were identified by carrying out deep and semi-structured interviews and were used as the basis for the design of the paradigm model; there were: design, branding, social effect, quality of website services, technology infrastructure, marketing, law, managers’ decision-making, cosmetics and health website competitiveness, creating accurate and valuable content, empowerment of sales managers, strategy, content, human resources, customer relations management, performance, effective communication factors, economic factors, media, privacy factors. These components were classified under 6 main dimensions of the research which were causal conditions, background conditions, interfering conditions, phenomenon orientation, consequences, and strategies. The results of the study indicate that the online cosmetics and health stores are required to create relevant, attractive, and accurate content so that they will be able to attract more customers and retain sustainable competitive advantage. Manuscript profile
      • Open Access Article

        172 - The Relationship between Social Media Marketing and Consumer Behavior Based on Age Group with the Mediating Role of Brand Equity in Irancell Communication Services Company
        Zeinab Shabaninejad Ehsaneh Nejad Mohammad Nameghi Hassan Esmailpour
        10.30495/jomm.2023.70340.1987
        How to make a brand valuable in the mind of the customer has become one of the main challenges of companies. One of these valuable resources that has not received much attention is the media and social networks. This research examines the impact of social media on brand More
        How to make a brand valuable in the mind of the customer has become one of the main challenges of companies. One of these valuable resources that has not received much attention is the media and social networks. This research examines the impact of social media on brand equity from the customers' point of view, as well as their effects on consumer behavior. In terms of the method of data collection, the current research is a descriptive survey and it is considered applied study in terms of purpose. The purpose of present study is to test theoretical concepts in real situations and to solve concrete problems, and in terms of the relationship between variables, is considered correlational, and library studies and distribution of questionnaires were used to collect the data of the statistical community of social network advertising recipients. The statistical population was the audience of social media advertisements. Cluster sampling method was used to determine the composition of the sample. Out of 504 available samples, 384 people responded, which was 76%. In the current research, a questionnaire tool was used, which was adjusted based on the Likert scale. After the descriptive survey of the statistical population of the research, using inferential methods, the statistical analysis of the obtained studies has been undertaken to test the hypotheses through SPSS 22 software. The Kolmogorov-Smirnov test was used to check the normality of the distribution of the variables, the analysis of variance was used to check the significance of the difference between the variables, and the correlation was used to check the relationship between the independent variables and the dependent variable. The main research model has also been tested through Lisrel software and structural equation technique and through factor analysis of the data. The results indicate the confirmation of all the hypotheses and at the end, suggestions have been presented in line with the research hypotheses. Manuscript profile
      • Open Access Article

        173 - Presenting a model of marketing market variables of potential markets with a value-based approach to dairy products (Case study: Regional market of Iranian dairy products) Provide a model of marketing effectiveness variables
        Zahra Rahimi Naser Azad Abdullah Naami Mahmoud Modiri
        10.30495/jomm.2023.68082.1947
        Introduction: Considering that the most important effort of marketers and managers today is to take measures to create, increase and maintain market share. The purpose of this study is to present a model of the effectiveness of marketing dimensions of potential markets More
        Introduction: Considering that the most important effort of marketers and managers today is to take measures to create, increase and maintain market share. The purpose of this study is to present a model of the effectiveness of marketing dimensions of potential markets with a value-based approach to dairy products.Method: The method of this research was qualitative-quantitative. In the qualitative method, the thematic method was used to obtain the dimensions and criteria that were obtained during the three coding steps. By semi-structured interviews with selected experts, 6 related experts were formed through a judgmental method and the effective dimensions model was presented. The interviews were followed until the theoretical saturation of the data. In a quantitative method, by generating paired questionnaires and distributing them among 10 experts, we analyzed the obtained dimensional data using the fuzzy dimtel method and the fuzzy ANP method. The statistical community has been the potential market of Iraq.Results: Based on the results, the effective variables of this study included potential market dimensions and marketing values. The first influential variable of potential market, which has the dimensions of competitive price, consumer market and product quality, is the second influential variable of marketing values, which have the components of creating the need and strategy of choice and customer satisfaction. Manuscript profile
      • Open Access Article

        174 - The Effect of Relationship Marketing on Purchase Intention the Moderating Effects of Word-of-Mouth
        A. Shekari F. Rahimi S. Korahi moghadam
        Today, retaining and fostering customers are the important factor at success in the corporate competitive space. Customers have several benefits. They consume goods and services more, In case goods and services are tailored to their tastes and opinion and they recommend More
        Today, retaining and fostering customers are the important factor at success in the corporate competitive space. Customers have several benefits. They consume goods and services more, In case goods and services are tailored to their tastes and opinion and they recommend entourage to use services of organization as a word of mouth. The purpose of this research is to examine the impact of the influence of relationship marketing on purchase intention with intermediary word of mouth. Customers who used the product on behalf of the cosmetic in Bushehr of city, were surveyed using a questionnaire. Classic random convenience sampling was used in administering the instrument. A total of 284 customers provided the data for the study. So, as for the literature of this research, one model had selected to show the effect of variables that by using the Lisrel and SPSS software had tested. First of all the stage of variables favorability and their indicators had tested by using T.Tac Test, and also The positive relation between the indicators had confirmed by the correlation modulus and the way modulus in the T.Test had confirmed too. By using the Lisrel software also, they attended to the test of this model by using the operation analysis and equation structure and at the end the deals of propriety indicators showed as that this model has a proper suitability and ultimately the Lisrel software gave a corrected and completed model. Manuscript profile
      • Open Access Article

        175 - The Survey of Effect of Relationship Quality and Rapport on Word of Mouth
        P. Ghaffari Ashtiyani M. Zanjirdar M. Panahi Vanani
        Purpose: Because of undeniable importance of word of mouth in marketing especially in the part of  services, studying the underlying  factors is necessary. Because of intangible services and regarding the point that satisfied customers are the missionaries of More
        Purpose: Because of undeniable importance of word of mouth in marketing especially in the part of  services, studying the underlying  factors is necessary. Because of intangible services and regarding the point that satisfied customers are the missionaries of the company, companies are encouraged to establish a positive relationship with their customer. Methodology:  This research is applicable in term of target. In terms of method and nature is casual research and of domain relevant branch. Necessary information are collected using questionnaire mean time for analysis of data, structural equation modeling and LISREL software are used. To achieve this purpose, number of sample was estimated to be 384 but to ensure more 425 questionnaires was distributed among costumers of private banks in Arak and at last 386 questionnaires were returned and analyzed. Findings: Result of the research show that a significant relationship exists between dimension of relationship quality, namely trust, satisfaction and commitment and word of mouth. Also existence of significant relationship between shared values on trust and commitment was accepted, but existence of significant relationship between rapport on the word of mouth and trust was not accepted. Research Limitations: This research will only survey the impact of relationship quality and rapport, and ignores other variables that impact word of mouth, but are not in the center of attention of this research. Managerial Implications: Finally it is suggested that bank managers by adopting programs to know the strengths and weaknesses of the competitors, by creating positive relationships and good quality, providing the best services to their customers so that customers will understand the quality in the way of offering services and become missionaries of the company. Originality/value: The model used in this research is a combination of a number of different models and reviews simultaneously the impact of relationship quality and rapport on word of mouth that is original in its type. Manuscript profile
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        176 - Identification of Obstacles and limitations Implementing Relationship Marketing in the Public Sector Insurance Companies in Iran
        M. Amirshahi M. Saffianian
        In this era, service sector has gone through such a drastic transformation never experienced in its history. These changes has affected both industry structure and competitive situation. In this challenging environment of quick changes, service companies More
        In this era, service sector has gone through such a drastic transformation never experienced in its history. These changes has affected both industry structure and competitive situation. In this challenging environment of quick changes, service companies in general and financial institutions in particular are forced to change their reactions toward market factors: change their focus off their products and shift it towards their customers and competitors; change their outlook from short-term to long-term periods. Diversity and complexity of competitive pressures has inevitably forced these companies to welcome new marketing paradigm i.e." Relationship Marketing"(RM). Kotler defined RM as establishing, maintaining, and reinforcing strong relationships with customers and other stakeholders. This research is an effort to identify the obstacles and limitations in implementing RM in the public sector insurance companies in Iran. After a broad review of literature and other secondary sources on the topic, the researcher interviewed with more than 30 people who were experienced in the insurance industry in Iran. The purpose of the literature review and interviews was to identify the research variables (47 such variable in total) and to design the requiredquestionnaire for data collection. The questionnaire was launched among 380 of the managers and specialized staff of Iran, Dana, Alborz, and Asia insurance companies, which collectively hold more than 89 percent of the insurance market in Iran in 2005. Factor  analysis of those variables diminished them to 12 factors that were responsible for 64.5 percent of their variance. Research findings include a detailed description of those 12 factors and present a new model which encompasses obstacles in implementing RM in the public sector insurance companies in Iran. Manuscript profile
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        177 - Investigating the Effect of Gender on Parsian Bank Customer’s Loyalty Base on Relationship Marketing Approach
        K. Heidarzadeh H. R. Saeeidniya M. Baniasdi
        This paper aims to investigate the role of gender in the marketing underpinning (trust–commitment communication–conflict handling). Indeed, gender has a significant role in customer loyalty. Data were collected through a survey of Parsian Bank More
        This paper aims to investigate the role of gender in the marketing underpinning (trust–commitment communication–conflict handling). Indeed, gender has a significant role in customer loyalty. Data were collected through a survey of Parsian Bank customers. Hierarchical multiple regression analysis was used to estimate the moderation effect of gender in the R.M. customer loyalty relationship. The result showed that the four underpinnings of relationship marketing are directly associated with customer loyalty. For example in “trust/loyalty” and “commitment/loyalty” factors, women are significantly more loyal than men, and in “conflict handling/loyalty,” males are more loyal than females. In the “communication/loyalty” factor, there were no differences between the two groups, so gender has no effect on this factor. Manuscript profile
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        178 - A Study on the Effective Factors on Young Consumer’s Green Willingness: Tehran case study
        K. Hamdi F. Ghaffari A. Afsordegan
        Community progress and the increasing attention to the environment have led numerous companies to regard green concepts as the main source of their strategic shift in company technology and creativity in the products. Moreover,   the environmental issues have More
        Community progress and the increasing attention to the environment have led numerous companies to regard green concepts as the main source of their strategic shift in company technology and creativity in the products. Moreover,   the environmental issues have increasingly become a major concern in Tehran to the effect of applying a number of barriers epidemic production method and environmental principles.  The companies have begun to realize the importance of brand green marketing concepts. This study focused on the factors that tend to buy environmentally friendly products in youth as well as ranking these factors. This new research- following   a new perspective as compared to the previous studies which used a strategies marketing mix to examine factors affecting the behavior of green purchasing – has discussed the related issues in the framework of consumer behavior theory and social marketing. The statistical populations were between 15 to 29 years old and data collection was done based on questionnaire. Data collection was done through a sample survey on the number of stores in Tehran and 430 respondents were selected to answer to a questionnaire. Secondary data from journals, books and other resources have been collected as well.  This study showed that consumers in Tehran have had a strong willingness to buy green products because of their considerable knowledge of green products.  The results showed that factors which had the greatest impact in purchasing of green products were social influence, environmental concerns, perceived environmental responsibility and concern for self-image in environmental protection in the young people. The study also contains recommendations on the marketing strategies which lead to the consumers’ willingness towards the purchase of  environmentally friendly products . Manuscript profile
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        179 - Examine Method for Marketing in Insurance Company
        B. Kafi F. Alizadeh Meshkani
        Theodore Levitt, one of the recent thinkers of mangement says: your most valuable assets are your employees, good name, business (trade) name, and your customers which are not mentioned in your accounthing books. 10 start with, you can say that the employ More
        Theodore Levitt, one of the recent thinkers of mangement says: your most valuable assets are your employees, good name, business (trade) name, and your customers which are not mentioned in your accounthing books. 10 start with, you can say that the employees of an organization consist of managers and workers who have direct impact on the customers in the service area specially insurance companies. They also have an impact on the business itself. But, if we consider the staff as the customers, then we can say that we have to use He customer-oriented method. This research seeks to investigate the factors that have an impact on the effective marketing management and the result of it in insurance organizations in the country should be analysed. Some hypotheses are given in order to do the research. They are as fallowed: - Net profit has a direct relation with marketing expenses of an insurance company. - The volume of insurance polices has a direct relation with the volume of marketing expenses. - The element of price of insurance polices has the most effect on attracting and maintaining the customers than any other marketing mix. - Financial motivator has the most effective role on employees performance compared to other internal organizational factors. - In executing (exertion) of effective marketing management the role of external factors are more important than any other internal organizational factors in insurance companies. - The statistics of financial statements and also three types of questionares (customers, employees, and managers) were used in order to analyse the hypotheses. The statistical research population consist of fire state (governmental) insurance companies. Private insurance companies were not included in this research due to the pact that they were recently set up and didn't have their annual statistics for their previous (recent) years. Ten percent of branches of the insurance companies mentioned above were randomly teen selected in Tehran by seperating the areas. These were the samples of this statistical research. After using the internet sites doing a Pilot STUDY asking the opinions of the connoisseurs, using books and articles, the three questionnaires were designed and distributed to the three groups of customers, managers, and employees of the insurance companies. After completion, they were gathered and after ensuring that the information and statistics were right by samples allies of Sperman and Chedokarl Pearson, the above hypothesis at a level equal to 5% was axamined and also by Antropy standards to factors and variables the hypothesis were given values. The results are as followed: - First hypothesis shows that an increase in marketing expenses results in an increase in annual profits. - Second hypothesis also shows that marketing expenses leads to attracting and maintaining the customers and an increase in annual insurance policies. - Third hypothesis, reviewing the controllable factors, revealed that the price and cultural factors are in priority compared to non-controllable factors. - The fourth hypothesis shows that the salary and benefits of employees in other branches (financial motivations) are the most important factors. - By the fifth hypothesis, the external organization factors have the most effective provocation and satisfaction on the managers which this was approred by the calculations made. First (in the begining) the raw model of research was presented and later, the model influenced by effective factors in three groups of customers, employees and managers and gheir marketing methods were presented. Manuscript profile
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        180 - Examining the Match-up Effect in Co-marketing Alliance
        H. Safarzadeh N. Esmaili
        Purpose: This study aims to examine the match-up effect in co-marketing alliancesby five factors influencing on consumers’ attitude toward co marketing alliance. These factors are usage situation, user identity, purchase criteria, brand specific image and perceive More
        Purpose: This study aims to examine the match-up effect in co-marketing alliancesby five factors influencing on consumers’ attitude toward co marketing alliance. These factors are usage situation, user identity, purchase criteria, brand specific image and perceived brand equity. Design/methodology/approach: A theoretical model is developed and tested with a sample of 385 Tehrani consumers SAMSUNG-ARMANI, LG-PRADA cell phones in 2011. Structural equation modeling was used with LISREL 8.50. Findings: This suggests that if consumers perceive a harmony across paired products or brands, they aremore likely to engage in the association process of evaluating a brand alliance. The study argued that the match-up perception mediated between framing criteria and the attitude toward co-marketing alliance. Purchase criteria, user identity, and perceived brand equity were valuable factors in the perception of alliance match-up. This match-up perception at cognition level is a necessary condition prior to consumer attitude at an attitudinal level. Manuscript profile
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        181 - Review and Evaluate of Effective Factors on Marketing Management Absorb of Liquidity Techniques Using TOPSIS and AHP(Case Study:Tejarat Bank)
        R. Samadipour Gh. A. Bazaee
        The aim of present study is to investigate and evaluate the effective factors on marketing management of liquidity absorption in Tejarat Bank as an actual case. To identify the most important measures influencing on liquidity absorption, to prioritize criteria of presen More
        The aim of present study is to investigate and evaluate the effective factors on marketing management of liquidity absorption in Tejarat Bank as an actual case. To identify the most important measures influencing on liquidity absorption, to prioritize criteria of present study and to select the best strategy for absorbing liquidity based on priority of studied criteria, Delphi technique, multi-criteria decision-making models and AHP, and TOPSIS technique are used, respectively. Participators included the experts and senior experts of studied area. Thirty experts were selected as sample by Delphi from a group including 10 members and by AHP. At the final stage based on communication matrix and TOPSIS, views of an expert team of experts were used. Data was mainly gathered by questionnaire. Three questionnaires were used: Delphi questionnaire, questionnaire related to experts, and a questionnaire based on communication matrix of main criteria and strategies. The results of prioritizing criteria using AHP concluded that unexpected withdrawal of equity capital is the highest in priority followed by conveyed policies of Central Bank (CB), saving deposits, investment deposits, demand deposit, proper resource management, investment and participations and adequate training for coworkers and finally granted facilities. It can be concluded that the best option for liquidity absorption using TOPSIS is fund diversity followed by strategies to net increase in bank account, increase in current account with CB, and finally deposit absorption. Manuscript profile
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        182 - Evaluation of Consumer Preferences in the Consumer Decision-Making Process of Foreign Goods
        K. Heidarzadeh H. Zand Hesami M. M. Hasanloo
        Increasing competition in global markets and consequent increase in marketing costs has made essential the improvement of effectiveness of marketing activities and strategies. On the other hand, the attractiveness of the Iran market, increasing competitio More
        Increasing competition in global markets and consequent increase in marketing costs has made essential the improvement of effectiveness of marketing activities and strategies. On the other hand, the attractiveness of the Iran market, increasing competition among foreign products, and lack of enough investigation in this area, has made unavoidable the need to do such research in Iran. Through the gap analysis method, this research evaluated Iranian consumers’ product attitudes, associated marketing practices, and buying preferences concerning products made in Germany and Japan. The results show that consumers evaluate such products differently. In addition, by determining the priority of effective factors on buying preferences, active companies in the Iran market can apply the results to optimize their marketing strategies. Manuscript profile
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        183 - Determining of Influencing Factors for Identified Products Marketing (Case Study: Identified Egg in Tehran)
        I. Radipour V. Borimnejad
        We can contend that the most significant of­ people's nutrition is Protein which consuming the egg as a strategic product,especially,for Iranian people is one of the ways of providing.Given that,consuming healthy and high quality egg become more important.Identified More
        We can contend that the most significant of­ people's nutrition is Protein which consuming the egg as a strategic product,especially,for Iranian people is one of the ways of providing.Given that,consuming healthy and high quality egg become more important.Identified egg has been as a identified good and also the label contains producer information,production area,date of production,date of expiration,ingredients information and so on and also has been as a healthy and high quality products.This study is attempting to proceed for using the above pattern by collecting data of time series,cross-sectional, conducting library study,field work and face to face interview and refering to relevant institutions and reputable sites and issues about agricultural economics.Marketing paths have been examined for identified egg after studying and evaluating and the marketing predominant path was specified.Then, venture to measure variables in two times was done via marginal marketing mark up model.The achieved consequences implied acceptance of one of the hypothesises of investigation and being effective of retail price in the whole marginal marketing about identified egg. Meanwhile, this variable was not denoted due to the variable significant level of freight. The suggestion of conferring the subcidy to suppliers of this good has been posed in this research due to the persuasion for increasing production and decreasing price. Rising public advertisement for encouragement consumer to produce healthy and high quality egg, correct and developped informing and consciousness,providing and using new ways of purchasement and sell for making sense of marginal marketing toward E-commerce approach from institutions and qualified and relevant organization and also providing the condition for credit buying via putting in facilities and credit to the recognized buyers,retailers and producers to spend this kind of credit toward more appropriate sell and also the guarantee for return on investment of producer.   Manuscript profile
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        184 - Analyzing the Reasons for Unpopularity of ATM Cards and Introducing an Appropriate Framework to Iincrease the Use of These Cards
        D. Venus M. Mokhtaran
        The main purpose of the survey is to analyze why ATM cards are not so welcomed, and also to maintain and increase the number of the users of such cards. The theoretical framework of the research is based on Marketing Mix of (7P) services and according to More
        The main purpose of the survey is to analyze why ATM cards are not so welcomed, and also to maintain and increase the number of the users of such cards. The theoretical framework of the research is based on Marketing Mix of (7P) services and according to this, seven (7) hypotheses have been presented and appropriate statistical analyses have been conducted to confirm or reject the hypotheses. The research is a descriptive survey.The statistical population consists of the users and non-users of ATM cards in Tehran during 1382, and by distributing 400. Questionnaire between the visitors of the bank, a sample of 120 subjects of non-users and another sample of 140 subjects of users have been classified . Cronbach Alpha quotient has been used to determine the reliability of the questionnaire, which was %84 .Median test, Mean intensity, One way analysis, Cruscal-Wallis, Friedman, Scheffe have been used to test the hypotheses. According to the result of the statistics, variable of Process was graded the first, variable of Place and Personnel were graded the second, variable of Product graded the third. variable of Price graded the forth, and variable of Promotion and Physical evidence graded the fifth, and  accordingly, an example has been introduced which presents the appropriate solution for the use of Iran’s Banking system. Manuscript profile
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        185 - The Effects of Marketing Mix on the Sale Increase of Light Starter Batteries (Case Study: City of Tehran)
        K. Hamdi H. Vazifehdoost A. Haji Mohammad Ali
        Being able to sell automotive batteries is one of the biggest problems that CEOs and sale managers are facing in the competitive situation in Iranian market. Nowadays Iranian manufacturer are having a decrease in battery sale. In this paper we focus on identifying and p More
        Being able to sell automotive batteries is one of the biggest problems that CEOs and sale managers are facing in the competitive situation in Iranian market. Nowadays Iranian manufacturer are having a decrease in battery sale. In this paper we focus on identifying and prioritizing the factors influencing the sale enhancement i.e. marketing mix variables. In the literature review, we have discussed several models on marketing mix and some practical researches on the effect of marketing mix variables on sales enhancement has been considered. In the end the marketing mix has been selected and variables for each element has been developed which actually depict the research model. To achieve this model an exploratory research was conducted with the help of automotive battery experts. Accordingly, based on research model and the analytical method i.e. AHP, a questionnaire was developed and the survey was conducted using stratified sampling method. Clearly, variables with the highest priority should be considers first. So the first seven priorities are identified as: 1. Product technology, 2. Sale by credit, 3. Discount, 4. Garantee, 5. Extra services to sale rep, 6. Quality, 7. Sale gifts In the second step, an improvement plan has been developed for each priority, by the help of industry experts. Obviously these plans are completely different because the selected priorities are in different areas of the organization. Manuscript profile
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        186 - Recognition and Assessment of Effective Factors Regarding Marketing of Alloy Steel Industry in Iran
        H. Ghasemi M. Taghavi M. R. Fani
        Just the producers would be alive in competitive market who can mix the under control factors it means marketing mix. Quantity of customers are low in industrial marketing, because the competition in the market is high, so the marketing in alloy steel ind More
        Just the producers would be alive in competitive market who can mix the under control factors it means marketing mix. Quantity of customers are low in industrial marketing, because the competition in the market is high, so the marketing in alloy steel industry is very important, alloy steel is a mother industry and it has under hand industries. In this research, Iran alloy steel industry marketing is recognized and assessed .  According the results, operation of Iran alloy co. is lower from strong region in elements of product, price, place and promotion, and the product in between marketing mix would have upper operation. The operation of public relation in comparison of personal sales in promotion mix is upper. Manuscript profile
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        187 - Conceptualizing Entrepreneur’s Individual Role in Home Based Business Marketing
        A. M. Golabi S. H. Khodadad Hoseini J. Yadollahi M. Rezvani
        The purpose of the present study is to determine the individual role and position of entrepreneurs in home-based business marketing activities. The paper main focus is on finding the combine characteristics of entrepreneurs as an influential factor in home-based busines More
        The purpose of the present study is to determine the individual role and position of entrepreneurs in home-based business marketing activities. The paper main focus is on finding the combine characteristics of entrepreneurs as an influential factor in home-based business marketing process. A qualitative exploratory approach and specifically the case study method were used for understanding the role of entrepreneurs in this context. The data were collected through depth and semi-structure interviews with 12 entrepreneur/owner manager of home-based businesses. The  findings indicated  that the entrepreneur individual is utilizing his/her personal characteristics and abilities, working experiences and skills, personal intuition and perception, proactiveness and adherence to ethical principles in market place, to gain more profit and also deliver higher values to his/her initial and secondary customers.   Manuscript profile
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        188 - Surveying the Impact of Entrepreneurial Orientation and Marketing Information on the Performance of Small and Medium-Sized Enterprises of Markazi Province
        H. Farahani R. Sha′abani H. Ghafari
        Purpose: In the competitive environment today responding the customers changing needs and having appropriate performance among competitors of the group depends on having correct information and paying attention to entrepreneur in the companies. The purpose of the presen More
        Purpose: In the competitive environment today responding the customers changing needs and having appropriate performance among competitors of the group depends on having correct information and paying attention to entrepreneur in the companies. The purpose of the present research is to investigate Title:The effective factors on companies’ performances with regard to entrepreneurial and marketing information factors in small and medium companies. Methodology: The present research is caustic research in terms of method and nature; and in terms of performance it is surveying and in terms of aims it is applicable and uses structural equation modeling and LISREL software for investigating the relationships between the parts of model. Population in this research consists of the managers and sale experts of the small and medium companies of Markazi Province in the year 1390. To reach the purposes of the research 270 questionnaires were distributed among managers and sale experts of small and medium companies of Markazi Province, and among these 229 questionnaires were analyzed. Findings: The results of data analysis showed that entrepreneurial orientation have meaningful impact on attaining marketing information, utilization of market information and company’s performance. Also the hypothesis of the impact of attaining marketing information on the company’ performance was proved but the hypothesis of the impact of utilizing market information on the company’s performance was not supported. Research Limitations: Among the limitations of this research distribution of respondents in the surveying companies can be mentioned that slowed down the process of distributing and collecting the questionnaires. Managerial Implications: At the end managers are suggested to utilize the market information and provide the required backgrounds in attaining marketing information, which provide the necessary grounds in the way of progress and increase performances of the companies. Manuscript profile
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        189 - The Effect of Consumer’s Received Value, Effectiveness and Risk on Purchase Intention of Green Products (Case Study: Islamic Azad University, Science and Research Brand Students)
        A. Samiei Zafarghandi S. Nayebzadeh H. Dehgan Dehnavi
        The aim of this study was to examine the factors influencing consumer intention to buy green products (organic products) among young people. Using variables conscious consumer buying behavior, perceived effectiveness of consumer, environmental concerns, green perceived More
        The aim of this study was to examine the factors influencing consumer intention to buy green products (organic products) among young people. Using variables conscious consumer buying behavior, perceived effectiveness of consumer, environmental concerns, green perceived value, green perceived risk, as the independent variable and the dependent variable intention to buy green (organic), the research model is formed. The present research, the purpose, according to the methodology applied, descriptive survey using questionnaires and required data is collected. The population studyare student of Sciences and Research Islamic Azad University of Tehran and random sampling method was used and collected a total of 400 samples accepted. Data analysis was performed using software SPSS , LISREL and The results show that Variables, perceived value conscious behavior Perceived by the consumer as well as them effectiveness have a positive impact on the intention to buy green (organic) And perceived risk and environmental concerns are factors that have a negative impact on the intention to buy green. Manuscript profile
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        190 - Surveying the Effect of Internal Marketing and Internal Branding on Service Quality (Case Study: A Server Company)
        A. Bonyadi Naeini M. H. Kamfiroozi M. Dehghan Mashtani
        By the increasing of service organizations, the problem of service quality has gained crucial importance and service organizations are seeking a ways to increase service quality. This paper intends to increase the service quality by using internal marketing and internal More
        By the increasing of service organizations, the problem of service quality has gained crucial importance and service organizations are seeking a ways to increase service quality. This paper intends to increase the service quality by using internal marketing and internal branding. Employees in the service organizations play an important role in the service quality then organizations should have a particular and special attention on their employees. Both of internal marketing and internal branding by focus on employees are trying to deliver organizations promise through employees of organizations and attract more customers to organization. Methodology of this paper is Qualitative – Quantitative so that by reading former research and collecting repetitive element we gain the conceptual model of research and then by real data, we test the model. Population of this research is the employees of service organizations and the data was collected by the questionnaire. Manuscript profile
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        191 - Identification and Classification Tools Integrated Marketing Communications (IMC) in Food Industry by Using of the AHP-FUZZY Technique (Dina Food Industry)
        S. Sarmad Saeidi A. Abdollahi Bejestani
        The food industry in Iran faces with problem after producing that seems since of using incorrect strategy in the advertisement and marketing fields and also less attention and lack of attention to the values result of valid brand and less attention to the customer view. More
        The food industry in Iran faces with problem after producing that seems since of using incorrect strategy in the advertisement and marketing fields and also less attention and lack of attention to the values result of valid brand and less attention to the customer view. The scope of integrated marketing communications observed as a new filed. IMC can be defined as adapter strategy of advertisement, personal selling, public relations, direct marketing and another advertisement activities and the aim of it is preparing regularity, stability and maximizing the effect of communication. In this essay tried for familiarity and identification of toolsof integrated marketing communications (IMC) in food industry and choosing the most suitable channel. The made factors of model of integrated marketing communication in the form of mixing mostly has accident, dynamic, vague, incorrect, quality and fuzzy nature. On the base of the subject and the aim that this research followed and since most of managers explained their views in the form of language idioms instead of number amount, the method of fuzzy research among instrument IMC, known as the most suitable method of analysis. The achieved results in this results indicated that among tools IMC , the advertisement has the highest location among another IMC tools in food industry and in classification of options among media advertisement channels , advertisement channels such as radio, TV among channels of improving selling match performance, offering gifts among channels of direct marketing with catalog and among public relations channels of various events, considered as the most communication tools in the food industry.  Manuscript profile
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        192 - Customer Satisfaction Measurement: Through Multi-Criteria Analysis Model (MUSA)
        M. Haghighinasab B. Abedin
        Communication Service Offices have been in effect since 2003 due to the government's privatization policy and in order to capture a better understanding of people's communication requirements and to improve the level of service quality, particularly in mo More
        Communication Service Offices have been in effect since 2003 due to the government's privatization policy and in order to capture a better understanding of people's communication requirements and to improve the level of service quality, particularly in mobile communications. In collaboration with the Iranian Telecommunication Research Center, this study examines the level of satisfaction, relative to the services provided by these offices, for the first time in Iran. A survey was conducted to test the MUSA model (Multi criteria satiafaction analyses) which encompasses five key criteria: personnel, services, intangible services, access and image. The results demonstrate that customers are satisfied with overall services and with each of the five key satisfaction criteria for these offices. Manuscript profile
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        193 - Study of the Effect of Internal Marketing on Market-Orientation and Service Organizations' Performance (Case Study: Branches of Refah Bank in City of Arak)
        S. Sarmad Saidi M. A. Jamshidian
        Purpose: The purpose of this paper is to examine the effect of internal marketing, organizational commitment, organizational citizenship behaviors on Services organizations' performance and market orientation. Methodology: The present research in terms of goal is a More
        Purpose: The purpose of this paper is to examine the effect of internal marketing, organizational commitment, organizational citizenship behaviors on Services organizations' performance and market orientation. Methodology: The present research in terms of goal is an applied type and in terms of gathering information is a causal one. In this research, in order to father information a field research method and a standardized questionnaire were used. The statistical population is the employees working at Refah Bank in city of Arak and the citizens (customers) using the services provided by this bank. In order to conduct the research, two sample sizes (personnel and customers) of 150 questionnaires were used. The reliability of the questionnaire was proved through Cronbach alpha and the reliability of the questionnaire was proved by some of the experts of the statistical population and marketing tutors. In order to process data, Lisrel software was used.  Findings: The research results indicate that the internal marketing is featured to have positive effects on organizational commitment, organizational citizenship behavior, market-orientation and organizational performance. Also, the organizational commitment has positive effect on the organizational citizenship behavior.   Manuscript profile
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        194 - The Priority of Effective Factors on Customer's Loyalty with Using of ECSI Model
        M. Haghighi Kaffash M. Akbari
        In This Competitive world a dominant position in the market and offering products with superior quality are factors that help producers in establishing a durable competitive advantage. Customer loyalty isn’t a privilege but it's a score that should be achieved. Th More
        In This Competitive world a dominant position in the market and offering products with superior quality are factors that help producers in establishing a durable competitive advantage. Customer loyalty isn’t a privilege but it's a score that should be achieved. The main purpose of this present paper was to identify the effective factors on customer loyalty of Shirin -Asal Company. This research used “European Customer Satisfaction Index “ through focusing on  three factors of  "Customer satisfaction", "perceive image from company" and "software perceive quality" which  are effective in gaining customers’ loyalty. In this research 420 questionnaires were distributed among products consumers of company in Tehran randomly and 385 completed questionnaires were collected.  The statistic analysis the study findings  indicated that at 95% confidence level, all the factors  identified on the two main indexes of consumers loyalty (Frequency of  purchase and Introduction the products to others) of Shirin- Asal company products were effective. Manuscript profile
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        195 - The Study of Effect Marketing Strategies Alignment on Supply Chain and Organizational Performance (Case: Entekhab Industrial Group)
        M. R. Dalvi Esfahani H. Gorbani M. Bagheri GalehSalimi
        The purpose of this study is to evaluate the effect of marketing strategies alignment on supply chain and organizational performance in the Entekhab industrial group. The purpose of this study is functional practical and the nature and the method of it is desc More
        The purpose of this study is to evaluate the effect of marketing strategies alignment on supply chain and organizational performance in the Entekhab industrial group. The purpose of this study is functional practical and the nature and the method of it is descriptive – survey and is ofcorrelation type. The population of this study includes managers at various levels in the Entakhab industrial group in 1391 and statistical sample were 159 who were selected by simple random sampling. In this study, a questionnaire was used for data collection and statistical tests were used to analyze data and test hypotheses. To confirm the Justifiability of the questionnaire, comments and advice of supervisors and some management professors was used and management software SPSS was used to assess the reliability.and, Cronbach's alpha was 0.921. In this study, SPSS and AMOS software and path analysis were used for data analysis that the results indicate that there is a significant positive relationship between marketing strategies alignment with supply chain on the performance of supply chain, also there is a significant positive relationship between the performance of supply chain with the organizational performance. Manuscript profile
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        196 - Evaluation of the Effective Factors on Relational Marketing in Mature Buyer – seller Relationships in Bahman Diesel Company
        S. K. Nourbakhsh L. Pashang
        The purpose of this research is the evaluation of the effective factors on Relational Marketing in Mature Buyer - Seller Relationships. In this research, Marketing Strategies are evaluated from two different points of view. The first view is marketing mix management (tr More
        The purpose of this research is the evaluation of the effective factors on Relational Marketing in Mature Buyer - Seller Relationships. In this research, Marketing Strategies are evaluated from two different points of view. The first view is marketing mix management (transactional marketing). Transactional marketing is defined as a short term view, which focuses just on current transactions. The second view is relational marketing which concentrates on key accounts and emphasizes on long term view. The current research base on purpose is applicable and base on method is descriptive in the kind of survey research. It has used census for selecting statistical society (sellers and key accounts) and SPSS for testing hypothesis through Regression analysis to survey the effect of the independent variable on the dependent variable. Results gained from the view of sellers show that the three factors- Seller's relational assets, Dissatisfaction, social / Personal bonds- have effect on seller – buyer's relational orientation. In the view of buyers, buyer's relational assets, and lack of innovation also affect the seller – buyer's relational orientation besides the above factors. Manuscript profile
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        197 - Study Relationship between Usage Marketing Metrics from Innovation View and Achievement of Objective for Customer Relationship Management Based on Gartner’s Model in Isfahan Sepah Bank
        M. R. Dalvi M. Kadkhodayi
        The aim of this research was to investigate the relationship between marketing metrics from innovation view and achievement of objective for customer relationship management is based on Gartner's model in Isfahan’ city Sepah Bank. The theoretical framework was pro More
        The aim of this research was to investigate the relationship between marketing metrics from innovation view and achievement of objective for customer relationship management is based on Gartner's model in Isfahan’ city Sepah Bank. The theoretical framework was provided based on Gartner’s model In this study was surveyed by a questionnaire includes 61 item for samples of 160 managers and assistants in Sepah bank. The main idea of this paper is whether marketing metrics from innovation view and achievement of objective for customer relationship management are related? This study method is applied research from purpose view and descriptive survey method of field research. The model was tested by using LISREL and SPSS software. The results show a direct and positive relationship between marketing metrics from innovation view and achievement of objective for customer relationship management (two sides). According the research findings are related between components of metrics Innovation (New services, New services launches, Satisfaction from new services, Revenue of new services) and customer relationship management. The value fitted indexes of the model (GFI=0.91 and AGFI=0.89) is Indicative the suitability of the model. Manuscript profile
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        198 - Give a Pattern for Designing Marketing Information System (MkIS) in Tehran Pegah Milk Factories
        H. Mehrani A. Sarafizadeh F. Hafthangi
        Quick changes in marketing medium make it more and more necessary for companies to monitor the environment. In fact more competitive conditions would make it necessary for companies to obtain and process the information. To get more and correct informatio More
        Quick changes in marketing medium make it more and more necessary for companies to monitor the environment. In fact more competitive conditions would make it necessary for companies to obtain and process the information. To get more and correct information about inside and outside, companies should use modern technologies and information systems. Marketing information management by technology tools is one of the main and major procedures for applying effective marketing. mar Marketing information systems (MkIS) would help managers through collecting and distribution of marketing information for better and quicker decision making and would led to improvement of efficiency inside the company. In fact MkIS is a supportive system for marketing managers while making any decision. In producing industries especially diary industries, for redundancy of information related to domestic and international markets, competitors and customers and manufactured products, senior and marketing managers need on time, comprehensive and correct information for quick and better decision making proportional to the market conditions and environmental events. As one of the objectives for MkIS is to collect such information, it is necessary for such industries to be equipped with such a comprehensive system. So, this paper is trying to give a correct pattern for designing marketing information system in Tehran Pegah Milk Factories in order to facilitate the process of decision making for senior and marketing managers of this complex. To this end recognition of major information sources, determination of required information for data collection from these sources, finding the new capabilities created in marketing decision making by applying such procedures would be the main objective in this research. Relying on theoretical basis and principals and using experts and managers’ view points in this company, the suitable conceptual model of this research work (Kotler Model) was extracted. This model would show certain parts, determination and evaluation of the required information, collection of information from domestic record of the company, marketing news, marketing researches, decision making supportive system and finally distribution of information. As the view points from relative authorities of Pegah Milk Company in the fields of commercial affairs, marketing, sales and market research are considered for drawing the final pattern for such a system, we discovered information needs and accessible sources for such information through interviews with experts in these sections. Then for testing the results and to determine the relative priorities in terms of the importance of any one, a questionnaire was designed and sent to all relative commercial, marketing, sale and market research authorities of Pegah Milk Company, consisted from such information needs, accessible sources and potentials from using marketing information system. This questionnaire was analyzed in this research as a means of data collection in this research. To analyze data the importance index was used to show the importance of any sources of information needs and statistical clustering analysis was used for their classification with the following results: Determination of the critical sources of the company including domestic and outsourcing, requirement of marketing information of the company and recognizing the potentials created in marketing decision making process for using such marketing information system. Results from the current research are given as a basis for designing the marketing information system of Tehran Pegah Milk Company. Manuscript profile
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        199 - Scale Survey of Internal Marketing and Effect on Quality Development of Service in Afshar Hospital
        S. M. Younesifar A. Sanayeei A. Shahin
        Theme: With the expansion of the service economy, Organizations to acquire and maintain a sustainable competitive advantage Looking for new ways to attract and retain customers. The most important factors for achieving this goal Especially in service organizations, is Q More
        Theme: With the expansion of the service economy, Organizations to acquire and maintain a sustainable competitive advantage Looking for new ways to attract and retain customers. The most important factors for achieving this goal Especially in service organizations, is Quality of Service. service quality One of the most important tools to satisfy needed  the and customer loyalty is achieved. Past research shows, Organizations to have a top quality service, Requires having employees (internal customers) enabling, Having motivated and behaviors customer-oriented. Today introduced two idea and concept Internal marketing and service quality, Important in role determining the organization's customers internal (employees) in realization quality of services is clearer than ever. Purpose: This study reviews Scale survey of internal marketingTrying to create a strategy for the implementation of  programs and  Design  strategies for  Quality  development of Service organization.   Methodology: For processing information from multiple software including SPSS 15 and Microsoft  Exel has been used. Descriptive statistics of different methods to evaluate and compare the data obtained through questionnaires  that  were  used. Inferential statistics section of  the  t-test  was used.   Findings: Six questions were examined in this study. In terms  of  job security component scores 34/2 per cent, of broad education component scores 37/08 percent, offering a reward and encouragement of component scores 37/67 percent , in terms of  information-sharing  component scores 41/91 percent, employee empowerment component scores of  31/18  percent , reducin the gap between the staff of the component scores 42/07%. Data analysis  results  show that hospitals Afshar of 100 pointsconsidered to obtain 37/35.  Result: regard relationship direct and positive Internal marketing and  satisfaction and employee commitment, the organization must through the focus on internal marketing action according to output staff and Organizational satisfaction employee. of among  measures can be enhanced internal marketing  Knowledge finding of Value Changes in View employee, Understanding of qualification Labor market, understanding internal segmentation of  special employee Based on the characters and desires, and Design strategies is for Customers.                                                                                Manuscript profile
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        200 - A Study on the Effects of Traditional Political Marketing Tools on the Voters Behavior
        B. Kheiry B. Ghasemi V. R. Mirabi P. Gholipoor Sangelaji
        The increasing tendency of governments to establish democratic systems, even in the form of the word “republic”, has rendered public participation in the election process inevitable. However, the growing apathy of nations to determine their destiny throughou More
        The increasing tendency of governments to establish democratic systems, even in the form of the word “republic”, has rendered public participation in the election process inevitable. However, the growing apathy of nations to determine their destiny throughout the world has caused a serious challenge for governments. Therefore, people are relied on to ensure the participation of the general public  in elections, motivating  the public in community efforts as well as  entrenching  and applying measures to seize power seats. Political marketing include those concepts that provide the tools which can be employed by policy activists. The traditional tools of political marketing division indicators and the impact indicators of voter behavior from the perspective of the political elites were examined in the present study using a questionnaire comprising 25 questions. In the research is applied in terms of objective, and descriptive-survey in terms of methodology (a field study).  Professors, PhD and Graduate students of faculties of Management and Politics of Central Tehran Branch and Science and Research Branch of the Islamic Azad University (IAU) were chosen as the statistical community of the present study and sample size of 343 persons were selected through stratified random sampling method. Research findings indicated that the use traditional tools of political marketing have an impact on the behavior of voters as they chose a different course; these findings can practically increase people’s participation in the electoral process. Manuscript profile
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        201 - A Study of Effects of the Media Advertising as one of the Marketing Strategies on the Buyers’ Behavior in Car Industry
        F. Ghouchani Sh. Hashemnia R. Eghbal
        Today advertising as one of marketing strategies has an amazing effect on consumer behavior and their choice. So it has got an important role in ascending successful sale of products in a company. Therefore researchers have tried in their works to create the possibility More
        Today advertising as one of marketing strategies has an amazing effect on consumer behavior and their choice. So it has got an important role in ascending successful sale of products in a company. Therefore researchers have tried in their works to create the possibility of using this strategy by enterprising. So researcher in this research is going to identify and prioritize the all types of media advertising effective on buyer’s behaviors of cars. This research is descriptive-survey and its results are function. The gathering base of information is library study and fieldwork from Tehran citizens. Validity of the research was confirmed by pundits and the reliability of the research was calculated by the method Cronbach’s Alpha resulting 0.935. The obtained information has been analyzed by t-Student and Scheffe testes and all theories have been confirmed. The obtained results indicate the all types of advertising (audio, visual, written) can have affection on costumer behavior of car industry and also the affection of each one on buyer’s behavior has its own priority. According to the conclusions, there would be an advice to the managers that advocate each type of advertising with suitable content to the related part of market and avoid this imagination that one type of advertising may not be useful in this industry. Manuscript profile
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        202 - Evaluation of the International Traffic Management Role in the Telecommunication Company of Iran and a Proposed Model for Optimizing Management Capabilities
        B. Kafi M. Abdolkarimi
        Development of telecommunications and privatization issues of the telecommunication markets has imposed a reverse pressure on international calculation rates. One of the advanced technologies responsible for this disruption in the calculation system of th More
        Development of telecommunications and privatization issues of the telecommunication markets has imposed a reverse pressure on international calculation rates. One of the advanced technologies responsible for this disruption in the calculation system of the telecommunication companies is a phenomenon called Voice over Internet Protocol (VoIP). With regard to the balance deficit of the International communications in foreign currency arbitrages that amounted to $41 million, $61 million and $56 million from 2002 to 2004, TCI should adopt a long-term strategy for leaving the traditional networks to avoid huge losses in future years. This research was aimed to identify the effective factors of the above described foreign currency arbitrages' balance deficits, to measure the effect of the identified factors and to prioritize those identified factors. This research is based on eight hypotheses; specifically 1- Leadership and Senior Management Styles.2- Marketing Management Capabilities.3- Technical and Technological Management Issues.4- Human Resources Management the Vision.5- Financial Management Issues.6- Procurement Management Skills and Know-How.7- Effects of other international and State organizations' support increating the international communications foreign currency arbitragesof the Telecommunications Company of Iran.8- Significant differences in differences among the series of Managerial Factors in creating said foreign currency arbitrages balance deficit. A questionnaire was designed and prepared through implementation of a pilot study. In general, it dealt with the effects of seven managerial factors as well as 31 sub-factors, and it enjoyed the adequate reliability and validity along different phases.The data were analyzed using two parametric and non-parametric testingmethods.In general, the results confirmed 8 hypotheses at a 99 percent level of confidence, and the effective suggestions and strategies were presented on the basis of the results. These were intended to increase the foreign currency revenues of Iran International Communications of Telecommunication Company of Iran. Manuscript profile
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        203 - Investigating the Impact of Selected Factors on Consumer Green Purchase Intention
        A. Nakhaei B. Kheiry
        The growing global public concern and awareness for safety and preservation of the environment has given rise to the perception that consumer purchases may be somewhat influenced by environmental issues. While green issues and social responsibility are becoming importan More
        The growing global public concern and awareness for safety and preservation of the environment has given rise to the perception that consumer purchases may be somewhat influenced by environmental issues. While green issues and social responsibility are becoming important to consumers, it is necessary to understand which factors influence on purchase decisions for environmentally friendly products. Considering that purchase intention is known as a good predictor of behavior, the main objective of this study is to investigate the impact of selected factors on consumers purchase intention for green products.The data were collected on a Qazvinian sample using a structured questionnaire. A total of 400 questionnaires were completed and used for data analysis. The data were analyzed applying LISREL and SPSS software. The results reveal that consumer purchase intention for green products affected by green brands, marketing communication activities; attitude based on more marketing communication, environmental knowledge and perceived consumer effectiveness. Manuscript profile
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        204 - Investigation the Role of Relationship Marketing, Experiential Marketing and Cause Marketing in Customer Loyalty
        A. Sheidaei habashi A. R. Fazlzadeh M. Faryabi
        Nowadays, marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization, one of tools in creation of long relation with customer is; using of relationship marketing, but in More
        Nowadays, marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization, one of tools in creation of long relation with customer is; using of relationship marketing, but in spite of severe competition between commercial organizations; this strategy isn’t sufficient. In this research, we have been examined the effect of relationship marketing by combining of Experiential marketing and cause marketing on customer loyalty. The research is in descriptive study form; that it is done with survey measurement method.Statistical sample of research include 321 persons of west Azarbaijan province bank customers. For data analyzing we used artificial neural networks, multiple regression and Pearson correlation test. Multilayer neural networks have been trained by hyperbolic tangent function and they used by forward algorithm recognition model construct. Results showed that; in public and private banks; Experiential marketing, confidence and commitment have positive and meaningful effect on customer loyalty. By results comparison it is distinguished that neural networks are accurately than statistics traditional tests and they are reliable. Manuscript profile
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        205 - A New Framework For International Branding
        H. Vazifehdoust N. Zarinnegar
        The purpose of this study is to empirically examine the interrelated relationship among brand orientation, brand re-positioning, brand performance and international marketing issues. Using Ho Yin Womg’s model, ten hypotheses were tested. The sample consi More
        The purpose of this study is to empirically examine the interrelated relationship among brand orientation, brand re-positioning, brand performance and international marketing issues. Using Ho Yin Womg’s model, ten hypotheses were tested. The sample consisted of producers and exporters of saffron in Khorasan Razavi. Using structural equation modeling to analyze the data, only two hypotheses were accepted. The major values of this study are the establishment of the role of branding in international branding. Brand orientation has a significant impact on international branding strategy, and the marketing environment impacts brand repositioning. Manuscript profile
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        206 - Contemporary Marketing in Iran Verification of Relationship Marketing Validity in Large Manufacturing Firms
        H. Nikoomaram S. Samiee P. Jafari
        This paper is cross paradigm paper: it is the first that combines the two separate broad based perspectives on paradigms into comprehensive model for researcher. Marketing researchers argued the four Ps of the marketing mix became an indisputable paradigm More
        This paper is cross paradigm paper: it is the first that combines the two separate broad based perspectives on paradigms into comprehensive model for researcher. Marketing researchers argued the four Ps of the marketing mix became an indisputable paradigm in academic research, the validity of which was taken for granted (Grönroos, 1994). The 21st century, but, is bringing dramatic changes in the marketing environment that is leading to a rethinking of the marketing discipline. For example, as markets are becoming mature and customers become scarce resources, the notion of relationship marketing (RM) has increasingly become important (Day, 2000; Dwyer; Gummesson, 1999; Gronroos, 1991; Morgan and Hunt 1994; Webster, 1992). But Conditions in developing economies are qualitatively unlike those found in mature markets. This study tested the validity of the RM for a developing country like Iran. This Research conceptual framework is a consistent and comprehensive theoretical framework emerging from an inductive integration of previous literature, theories, and other pertinent information. The research seeks to test a number of theoretical propositions and to refine and supplement them as the output and as the basis for further work. The findings of the research show that we are not able to firmly state that RM for large firms of Iran enjoys higher validity. Manuscript profile
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        207 - The Analysis Moderating Role of Job Satisfaction and Organizational Commitment in Relation between Internal Marketing and Customer Orientation Stuff (Case Study: Pharmaceutical and Food Distribution Co.)
        R. Rostami P. Akbari A. Veismoradi A. Mohammadi Najaf Abadi
        Nowadays try to take leading companies, that increase their profitability through the satisfy important factors for customers in the best way possible. This point, the most key base of success them is on base customer orientation strategy. But many of these companies ar More
        Nowadays try to take leading companies, that increase their profitability through the satisfy important factors for customers in the best way possible. This point, the most key base of success them is on base customer orientation strategy. But many of these companies are Neglect In satisfaction of their employees as internal customers. Because today with the introducing the internal marketing concept, Importance of an organization's internal customers (employees) is brighter than before in success of marketing programs external. The main purpose of this study is Analysis Moderating Role of Job Satisfaction and Organizational Commitment in Relation between Internal marketing and Customer Orientation in Pharmaceutical and Food Distribution Co. of west Country. The statistical population of this study is 1100 Marketers and marketing managers in the food and pharmaceutical distribution companies. In order to determine sample size of Cochran formula used and 285 People selected as sample members by random sampling method for the first half of 2013. This study is descriptive – survey and correlation in term of methodology. The Rastegar Mohammadi Internal marketing (13 items), Organizational Commitment (7 items) and Customer Orientation (8 items) questionnaires (2012), Smith et al Job Satisfaction questionnaire (1969) was used to gather data. Validity (content, convergent, divergent) and reliability (factor loading, composite reliability, cronbach's alpha) of questionnaire indicate that measuring instruments have good reliability and validity. The results of test hypotheses by SMART-PLS software and using t-test statistics and path coefficients (β) indicate that Internal marketing have strong influence, direct and significant on Job Satisfaction, but Internal marketing have average influence, direct, indirect and significant on Organizational Commitment and Customer Orientation; the continued results indicate that Job Satisfaction have average influence, direct and significant on Organizational Commitment, but Job Satisfaction have average influence, direct, indirect and significant on Customer Orientation; Ultimately Organizational Commitment have average influence, direct and significant on Customer Orientation; As a result, Job Satisfaction and Organizational Commitment can as a moderator role, between Internal marketing and Customer Orientation. Manuscript profile
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        208 - The Impact of Electronic Marketing in Tehran Stock Exchange Companies
        H. R. Saeedniya A. H. Mirzamohammadi
        Recently, Information Technology has opened new windows in marketing of business in front of corporations and economic Institutions. Pursuant to using Internet marketing, Companies can produce actively, reduce costs and speed up the development of marketi More
        Recently, Information Technology has opened new windows in marketing of business in front of corporations and economic Institutions. Pursuant to using Internet marketing, Companies can produce actively, reduce costs and speed up the development of marketing and advertising effectiveness. Recently, development and growth in utilizing Internet in corporations has led to sales enhancement and costs reduction in their activities. Regarding to significance of this feature, Tehran Stock exchange listed companies will be examined in aspect of using internet in marketing of their productions and services. Overall, the effectiveness of using magic of Internet in costs, sales volume and finally benefits has been discussed. Results suggest that Electronic Marketing has led to sales and operating costs increment. But, the increment of sales offsets the increase in operating costs. It has been embodied in benefit growth. Manuscript profile
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        209 - A study of Matching between Marketing Problem Solving Modes and Marketing Management Support Systems in Systems Used by Auto Parts Manufacturers
        R. Baradaran Kazemzadeh M. Kiaeepour
        Globalization and the pace of technological improvements are making rapid changes in the markets. To be successful in challenging markets of the future, timely and conscious reactions are required. Nonetheless, most companies prefer to allocate their capitals to activit More
        Globalization and the pace of technological improvements are making rapid changes in the markets. To be successful in challenging markets of the future, timely and conscious reactions are required. Nonetheless, most companies prefer to allocate their capitals to activities other than marketing. Information systems are used limitedly for this purpose compared with what happens in this regard for other purposes and even when these systems are developed, they lack sufficient effectiveness. And also past studies have always been more focused on systems design and development than on systems effectiveness and efficiency. Hence, this study assesses the degree of matching exists among marketing support systems and problem solving modes because this is a factor that has a great share in increasing systems effectiveness. In this research, some of the marketing systems used by auto parts manufacturers are studied through questionnaires and on the basis of the study findings, reasoning method was proved to be the one that is most useful for solving marketing problems and was backed more by used systems. And also, the matching among problem solving modes and support systems was revealed to be 0.38. Hence, marketing systems used by parts manufacturers are intensively inconsistent with problem solving modes and this inconsistency will sure decrease the effectiveness of these systems in the long run. So, it seems that attention should be paid to the degree of matching exists between support system and problem solving modes and this should be taken into account at the time of designing such systems.   Manuscript profile
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        210 - Feasibility study of applying forgery and its provisions on new contracts
        farzaneh ahmadi Alireza Amini saydmohamadreza ayati
        Reward is one of the legitimate contracts in the school of Islamic Jurisprudential that can be used as a basis for contracts in today's process. An analysis of the truth of Reward and its judgements suggests that new contracts in the field of services and supervising th More
        Reward is one of the legitimate contracts in the school of Islamic Jurisprudential that can be used as a basis for contracts in today's process. An analysis of the truth of Reward and its judgements suggests that new contracts in the field of services and supervising the actions and work of individuals, which are called anonymous contracts, can be interpreted as contracts of Reward. In this regard, the generalization of the judgement of Reward on emerging contracts is based on the characteristics that have been proposed by the jurists for Reward, and we can briefly mention some of them: Non-conditionality of knowledge to action and exchange, non-conditionality of determining the agent, non-contradiction of Reward with negation of negligence and also belonging of Reward to action and omission, possibility of coming together term and action, possibility of belonging of Reward to any kind of action and benefit, including commercial, industrial and service, etc. In this paper, among the new contracts in progress, four contracts were addressed that have received less attention in other researches, which are network marketing, oil contracts, CODE-SHARING and medical contracts. The result of the adaptations indicted that contracts can be concluded in the form of Reward contracts. Manuscript profile
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        211 - The Effect of Relationship marketing on Firm-Investor Financial Performance in the Tehran stock Exchange Market
        Manijeh Haghighinasab Mohammadreza Rostami Farzaneh Khobbakht Nazanin Hakimifar
        Many studies generally have represented the positive effects of investor relationship management on stock market value creation. The purpose of investor relations is gaining support and understanding via mutual benefit created between stockholders and organization that More
        Many studies generally have represented the positive effects of investor relationship management on stock market value creation. The purpose of investor relations is gaining support and understanding via mutual benefit created between stockholders and organization that leads to an interactive and two-way collaboration relationship. Successful companies utilize the relationship marketing management with investors and stockholders as one of the strategies for utilizing sustainable competitive advantage in today's business world. This is the world in which maintaining the current stockholders to reach the goals is essential. In this study relation between active firms in Tehran Stock Exchange Market and its stockholders have been investigated based on the relationship marketing philosophy. In the next step, we have examined the effect of IR management on financial outcomes in the stock. We have adapted a framework proposed by Hofman and his teammate in 2010. A sample with some criteria extracted from The Tehran Stock Exchange database from 2011 to 2015. Multivariate linear regression model we are used within this research for hypothesis testing the cross-sectional data and compound method. The main dimensions in the model are investor relations, relationship marketing, relationship orientation, relationship evaluation, trust, commitment, liquidity stock return and cost of equity capital. Research findings show that there is a positive and meaningful relationship between liquidity and all dimensions of relationship marketing except for relationship evaluation. There is a positive and meaningful relationship between stock return and all dimensions of relationship marketing except for commitment. A positive and meaningful relationship was obtained for relation between reciprocity and cost of equity capital. No evidence was found and theories was not approved for meaningful effect of relationship orientation, relationship evaluation, commitment and trust on the cost of equity capital. As a final conclusion, due to importance of liquidity and stock return in this emerging market, it is beneficial for active companies to pursue dimensions of relationship marketing to manage their relation with the investors with quality. Manuscript profile
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        212 - Investigation the Pistachio Marketing Township, Iran
        S. M. Mirdamadi F. Lashgarara S. Mirzaei
        Manuscript profile
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        213 - Identification of practical solutions to exploit the interactive marketing based on virtual space in the health tourism
        Aref Khoshandam Mohammad reza Rostami
        10.30495/jcm.2022.60994.1529
        This research aims to provide solutions for the success of interactive marketing in virtual space in the field of health tourism, to achieve this goal, it is necessary to identify factors affecting success in interactive marketing and prioritize Solutions are provided, More
        This research aims to provide solutions for the success of interactive marketing in virtual space in the field of health tourism, to achieve this goal, it is necessary to identify factors affecting success in interactive marketing and prioritize Solutions are provided, The interaction of relations in this space can be considered a competitive advantage. This research is considered as applied and in terms of exploratory type. For identification and ranking of factors, 16 of the activists of the health tourism and professors of familiar university are used to marketing affairs. The sampling method in targeted current research and data collection tools were in the identification phase of the factors of Delphi technique and in a quantitative stage (ranking) of couples comparisons. In this research, the AHP hierarchical technique has been used to identify the final factors of fuzzy dolph technique and for the ranking of factors and indicators. The AHP and Excel and Expert Choice software have been used. Based on the results, a total of 21 indicators were identified for interactive marketing success in virtual space, which were categorized in the form of five general factors. Based on the findings of the research, management factors, content quality, technical quality, design quality and marketing factors have been introduced in the most important factors. Continuous communication indicators, reliability of content and source, ease of interaction and speed in responding in the category of management factors. Manuscript profile
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        214 - Augmented Reality technology application in advertising and marketing
        tahere saedi raha kharazi azar afsaneh mozafari
        Augmented reality technology usage in electronic public relations, is the Communication PhD Thesis of Islamic Azad University of Science and Research. In this study that is researched in survey method, the view of 140 academics and IT professionals, IT journalists and P More
        Augmented reality technology usage in electronic public relations, is the Communication PhD Thesis of Islamic Azad University of Science and Research. In this study that is researched in survey method, the view of 140 academics and IT professionals, IT journalists and PR professionals is collected, and discussed in detail, about augmented reality technology applications in electronic public relations in public and private devices Augmented reality is a real phenomenon which is watched on cellphones or tablets or smart glasses that visual information, audio and video information from the computer or GPS is added to it. This technology usage has been developed recently in different activities such as public relations and advertising and entertainment industry. It is used also in media technology, medicine, industry, education, tourism, advertising and social activities Researcher has 4 hypotheses for this study: 1. Augmented Reality technology helps companies and organizations to offer their products and services better and more understandable to customers.2. Wearable stuffes such as smart glasses based on augmented reality technology are the most important applications in exhibitions.3. there is a significant relation between using of augmented reality technology in the process of advertising and branding and public relations managers awareness of the applications of this technology.4. The use of augmented reality technology attracts more teenagers and young audience and customers. All hypotheses are confirmed. Based on the present research results, it is needed to justify systems and culturing people in order to be more operational and easy to use of this technology. Manuscript profile
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        215 - Iranian Music Marketing in The Digital Era
        Mohammad Beigi Abbasali Ghaiyoomi Sousan Alaei Niloofar Solhjoo
        The development of internet technology has helped to revive of music products. The purpose of this study is to find out how an internet marketing plan can aid in the growth and the development of an Iranian music production company. Our goals were to investigate the fou More
        The development of internet technology has helped to revive of music products. The purpose of this study is to find out how an internet marketing plan can aid in the growth and the development of an Iranian music production company. Our goals were to investigate the four elements of System, Site, Scope, and Synergy in the context of online music marketing from the point of view of music production and distribution companies in Tehran. This is a survey-based study, using a designed questionnaire based on the 4S web-marketing mix model to collect the views of managers and experts in this field on the factors affecting the success of online marketing of music albums. The study population is the companies that produce and distribute music products in Tehran, which is currently 58 companies, and randomly we selected 160 companies to participate in this study. Results indicate that all four elements of internet marketing mix (scope, site, synergy, and system) are effective in improving the performance of Iranian music companies. Also, the results of this study indicate that from the perspective of music companies the elements of scope, synergy, site and system are the most important factors respectively. Also, all the indicators designed for each element of online music marketing are desirable or relatively favorable. The 4S internet marketing mix model has the potential to be used in the marketing of music products, and all its elements are effective for online music marketing success. Manuscript profile
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        216 - Designing ethical marketing model in tourism industry(Shiraz)
        mehrnoosh khabiri محسن رنجبر Dr.ali Akhavan Ghannadi
        10.30495/jcm.2022.20122
        The purpose of this study was to design an ethical marketing model in the tourism industry. The method of this research was a combination of exploratory and based on qualitative-quantitative method with qualitative priority. The statistical population in the qualitative More
        The purpose of this study was to design an ethical marketing model in the tourism industry. The method of this research was a combination of exploratory and based on qualitative-quantitative method with qualitative priority. The statistical population in the qualitative section of academic elites and tourism industry in Shiraz was Delphi method with 15 people and the statistical population in the quantitative section included users of tourism services in Shiraz in 1397 where 257 people were selected based on Cochran's formula. .Qualitative results showed 12 main factors of justice; Honesty; Welfare; the freedom; Law agent; Tourist rights; Moral obligations; Social obligations ; Social Responsibility; Social accountability; Religious intentions, motives, and restrictions, from the experts' point of view, affect the ethical marketing model in the tourism industry, and the results were partially confirmed. Based on the optimal fit of the designed model, the proposed model is an efficient tool in this field. Manuscript profile
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        217 - Design the Pattern ‘Developing Of ExportingCultural Goods’
        دکتر عباس معمارنژاد زهره حسین زادگان
        It seems Iranian cultural market and position ofeconomy_culture can get growth,If economic view to culture related to administrativelevels accompany with un-normal judgment of logic and scientific economicattitude.It will also get free choices to consumers.Materials&amp More
        It seems Iranian cultural market and position ofeconomy_culture can get growth,If economic view to culture related to administrativelevels accompany with un-normal judgment of logic and scientific economicattitude.It will also get free choices to consumers.Materials&Methods: This research is ‘Applicable by purpose’and ‘Descriptive(correlative) by method’ with a Questionnare includes 35factors after Validity &Reliability.The sample has 77 managers, practionares and experts at Indusry ofcultural goods exporting as ‘Statistical population’.Results&Conclusion:according to the test,the findings reveal “from 1st to 7thhypotheses,there is a positive and significant relation between knowingenvironmental& competitive factors in world markets,supportive policy ofgovernment,product price,type & distribution,And amount of cultural goodsexporting.Results&Conclusion:According to Candol test,first,’supportive policy ofgovernment’, then‘knowing competitive factors in world markets’,last’product price& knowing environmental factors’ have the most effectiveness in developing ofexporting cultural goods Manuscript profile
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        218 - Design of a Model for Cultural Marketing Management (CMM) with Cultural Development Approach (CDA)
        اسحق رسولی
        This paper is an effort for presenting a suitable model for cultural marketingmanagement (CMM) with cultural development approach (CDA).First, the necessity of cultural engineering and management in the globalizationand cultures ruthless competition era emphasized with More
        This paper is an effort for presenting a suitable model for cultural marketingmanagement (CMM) with cultural development approach (CDA).First, the necessity of cultural engineering and management in the globalizationand cultures ruthless competition era emphasized with modern and efficient tools. Inthis regard CMM introduced as the most efficient device. At the rest of the paperincomplete approaches of cultural organizations about marketing were analyzed. Thenit was elaborated that how the marketing concept in cultural organizations developed.Furthermore it was discussed that marketing is the beginning of cultural sovereigntyon economics as considered in modern cultural discussions as cultural-shift theory.Thus, nowadays the paradigm of culture economy was changed in to a new paradigmcalled cultural economy.At the end of the paper CMM was taken synonymous with cultural demandsmanagement and different aspects of CMM clarified and a strategic CMM modelwere presented. Manuscript profile
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        219 - Evaluate the Effect of Marketing Mix on Perceived Value, Destination Image and Loyalty of Tourists for Sustainable Tourism Development (Case Study: Astara Coastal City)
        mohammad rahimi Mohammad Alizadeh
        10.30495/jisds.2007.21260
        The purpose of this study is to examine the relationship between marketing mix with loyalty, perceived value, perceived quality and destination image. This applied research is methodologically descriptive and field survey. The study aims at determining the effects of se More
        The purpose of this study is to examine the relationship between marketing mix with loyalty, perceived value, perceived quality and destination image. This applied research is methodologically descriptive and field survey. The study aims at determining the effects of selected marketing mix of services (price, physical evidence, people, place and promotion) on perceived quality, loyalty, perceived value and destination image of tourists who visit Astara area. The target group of the study is all tourists entering the Astara city and in order to collect data the questionnaire distributed among 400 respondents. To analyze the conceptual model, linear regression has been utilized as well as enjoying SPSS software. The Cronbach's alpha value of the questionnaire is 0.788, which is greater than 0.7, therefore the reliability confirmed. The results indicate that people, prices and physical evidence have the most significant impact on perceived value, image of destination and perceived quality. Finally, there are some recommendation for managers of tourism destinations in order to value and perceived quality increasing as well as desirable image of destination. Manuscript profile
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        220 - A historical study of the role of marketing system in Iran's social development (contemporary era)
        Adel valizadeh Rashid Ahmadrash Iraj Sai Arsy
        10.30495/jisds.2007.21245
        A historical study of the role of marketing system in Iran's social development (contemporary era)AbstractInvestments based on development programs didn’t lead to proper results which caused to turn to new paradigms of stable and internal development patterns whic More
        A historical study of the role of marketing system in Iran's social development (contemporary era)AbstractInvestments based on development programs didn’t lead to proper results which caused to turn to new paradigms of stable and internal development patterns which are so nearer to social justice. To do this, the goal is creation and blending marketing and unmark ting institutions, or in another words, reduction of the failure of marketing and unmark ting systems. In this case, institutions and institution arrangements make potential changes and capacities possible.In this regard, this paper is done based on qualitative method and due to its institutional approach analyzes Iran’s marketing system in new era’s discourses. According to research findings, we can say, in spite of infrastructural developments and Land Reforms Project in Reza shah periods and after that, traditional economical functions were destroyed for the benefits of marketing, yet there are harsh obstacles for developed marketing and closed competitions. New changes in distribution patterns have not even created new outlooks. This is true for both before and after Iran’s revolution.Key words: institutionalizing, collective action, social network relationship, marketing rationality, social development Manuscript profile
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        221 - The Effectiveness of Social Media Marketing Model with Combined Approach (Case Study: Tehran Milk Industry Experts and Policymakers)
        maryam abdoli
        10.30495/jisds.2007.21292
        The purpose of this study is to investigate the effectiveness of social media marketing model with a hybrid approach. The present study was conducted with a qualitative-quantitative approach. In the qualitative section, 20 experts and policy makers in the milk industry More
        The purpose of this study is to investigate the effectiveness of social media marketing model with a hybrid approach. The present study was conducted with a qualitative-quantitative approach. In the qualitative section, 20 experts and policy makers in the milk industry participated in semi-structured interviews on social media marketing. In the qualitative section, 15 active experts in social media marketing participated in semi-structured interviews. After the interviews, the concepts were extracted from the interviews using Maxqda software and the relevant codes were extracted and the main themes were extracted by linking the extracted codes in the open coding step and eliminating duplicate indices and merging similar indices. Fuzzy Delphi technique was used in the quantitative section to validate the identified indices and select the final indices. Fuzzy Delphi calculations were performed with coding in Matlab environment. The results showed that the final indicators of social media marketing in the form of paradigmatic model of causal conditions, contextual conditions, social media marketing phenomenon, strategies and measures, interventionist conditions and social media marketing outcomes were presented out of 37 categories with 132 indicators. It was found that in the quantitative phase, two fuzzy Delphi rounds were eliminated in the first round (6 categories 33 indices) the second round (4 categories 28 indices), with 27 categories remaining with 72 questions. Manuscript profile
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        222 - The Effect of Developed Social Support on Customer Satisfaction and Citizenship Behavior
        karim hamdi
        The emergence of the phenomenon of globalization and the explosion of information and, consequently, the growth of global trade and the development of technology and the Internet in the present situation provide rapid access to information and increased competition in t More
        The emergence of the phenomenon of globalization and the explosion of information and, consequently, the growth of global trade and the development of technology and the Internet in the present situation provide rapid access to information and increased competition in the business environment. Companies are constantly forced to monitor the business environment, make decisions, and react quickly to the opportunities and threats they face. With the advent of emerging technologies (the Internet and the social media), it is imperative for businesses and customers to find ways to take advantage of the benefits of technology and branding. One of the effective ways to create a better and more accurate understanding of the behavior of research clients in brand communities. This research investigates the effect of social support on customer satisfaction and citizenship behavior in Golestan Business Group. This study is a descriptive (non-experimental) and correlation study Structural equation model is considered. Descriptive of the fact that the researcher is only in a position to examine the status quo The variables in the research domain have been studied and studied for this reason It is considered that the researcher expects to provide a causal model for explanation Relationship between research variables is to evaluate the model and extract the amount “The Effect of Social Support on Customer Satisfaction and Citizenship Behavior in online brand communities - a case study in Iran's food industry”, and AMOS software was used. The results of this study show that in a brand community of Iran's food industry, social protection includes support Information and emotional support to customer satisfaction and citizenship behavior are factors such as providing feedback to the company, introducing the company to others, and helping other clients. Manuscript profile
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        223 - Presenting an intellectual capital development model in network marketing using confirmatory factor analysis and ISM techniques
        غیاثیان Ghiasian
        10.30495/jisds.2022.64659.11658
        The main purpose of this study is to present an intellectual capital development model in network marketing using confirmatory factor analysis method and ISM technique. According to the general purpose of this research, this research is applied in terms of purpose and d More
        The main purpose of this study is to present an intellectual capital development model in network marketing using confirmatory factor analysis method and ISM technique. According to the general purpose of this research, this research is applied in terms of purpose and descriptive data collection method - The statistical population of this study includes 6900 marketers and activists in the field of network marketing in Tehran. In this study, according to Morgan's table, 367 people were randomly selected as the sample. The tool used in this study, the standard questionnaire for measuring intellectual capital BONTIS (2004) included 37 questions and three questions related to network marketing. Due to the standard nature of this questionnaire, only formal validity is sufficient. Cronbach's alpha method was used to calculate the reliability of the questionnaire. For the questionnaire performed on a sample of 30 people, Cronbach's reliability in the intellectual capital measurement questionnaire was calculated to be (0.899).The results of the confirmatory factor analysis test show that the main components of intellectual capital in network marketing include physical capital, human capital and structural capital. In addition, the results of the structural model show the most important components affecting The development of intellectual capital in network marketing is in a favorable position in the dimension of human capital with a path coefficient of 0.89 in the first place, structural capital with a path coefficient of 0.74 in the second place and finally physical capital with a path coefficient of 0.68 in the third place. Manuscript profile
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        224 - Provide a template to promote the sale of digital products with a social marketing approach
        mehdi rouholamini yosof adib shahrbano Golipour Fereydoni
        10.30495/jisds.2007.21346
        The purpose this study was to provide a model to promote the sale of digital products with a social marketing approach. The statistical population of the research in the qualitative section included (elites and faculty members in the field of management and marketing) t More
        The purpose this study was to provide a model to promote the sale of digital products with a social marketing approach. The statistical population of the research in the qualitative section included (elites and faculty members in the field of management and marketing) to agree on the Delphi method. . A small part of the statistical population included managers, employees, marketers in digital product stores in Sari. The sampling method was quantitatively random. The method of data collection was library method, and the measurement tool was semi-structured in the qualitative part of the interview and included a researcher-made questionnaire in the quantitative part, whose questions were taken from the data obtained from the interview. In order to analyze the data in the qualitative part of the Delphi technique and in the quantitative part of the structural equation modeling method, SPSS and AMOS software have been used. Findings showed that 75% promotion of digital product sales to the dimensions and components of social marketing that has seven dimensions as follows: 1. effectiveness, 2. trust, 3. accessibility, 4. price, 5. product, 6. diversity 7. Promotion is dependent. These dimensions can enhance the sales of digital products that have four dimensions: 1. Digital marketing planning 2. Presence in social networks, 3. Customer focus 4. Digital marketing performance. Explain and predict. In other words, the elements, components and sub-components of social marketing are 75% effective in promoting the sales of digital products. Manuscript profile
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        225 - A Historical Study of the Role of Marketing System in Iran's Social Development (Contemporary Era)
        Adel Valizadeh Rashid Ahmadrash Iraj Saie Arsi
        Investments based on development programs didn’t lead to proper results which caused to turn to new paradigms of stable and internal development patterns which are so nearer to social justice. To do this, the goal is creation and blending marketing and unmark ting More
        Investments based on development programs didn’t lead to proper results which caused to turn to new paradigms of stable and internal development patterns which are so nearer to social justice. To do this, the goal is creation and blending marketing and unmark ting institutions, or in another words, reduction of the failure of marketing and unmark ting systems. In this case, institutions and institution arrangements make potential changes and capacities possible. In this regard, this paper is done based on qualitative method and due to its institutional approach analyzes Iran’s marketing system in new era’s discourses. According to research findings, we can say, in spite of infrastructural developments and Land Reforms Project in Reza shah periods and after that, traditional economical functions were destroyed for the benefits of marketing, yet there are harsh obstacles for developed marketing and closed competitions. New changes in distribution patterns have not even created new outlooks. This is true for both before and after Iran’s revolution. Manuscript profile
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        226 - Evaluate the Effect of Marketing Mix on Perceived Value, Destination Image and Loyalty of Tourists for Sustainable Tourism Development (Case Study: Astara Coastal City)
        محمد علیزاده محمد رحیمی سعیده اسماعیلی سونیا ازهری
        The purpose of this study is to examine the relationship between marketing mix with loyalty, perceived value, perceived quality and destination image. This applied research is methodologically descriptive and field survey. The study aims at determining the effects of se More
        The purpose of this study is to examine the relationship between marketing mix with loyalty, perceived value, perceived quality and destination image. This applied research is methodologically descriptive and field survey. The study aims at determining the effects of selected marketing mix of services (price, physical evidence, people, place and promotion) on perceived quality, loyalty, perceived value and destination image of tourists who visit Astara area. The target group of the study is all tourists entering the Astara city and in order to collect data the questionnaire distributed among 400 respondents. To analyze the conceptual model, linear regression has been utilized as well as enjoying SPSS software. The Cronbach's alpha value of the questionnaire is 0.788, which is greater than 0.7, therefore the reliability confirmed. The results indicate that people, prices and physical evidence have the most significant impact on perceived value, image of destination and perceived quality. Finally, there are some recommendation for managers of tourism destinations in order to value and perceived quality increasing as well as desirable image of destination. Manuscript profile
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        227 - The effect of ethical virtues of marketing on internet marketing and relational marketing in food customers of Kale city of Hamedan
        akbar ghorbanichegeni mohamad taherirozbahani
        10.30495/ums.2022.21831
        The present research was conducted with the aim of investigating the effect of ethical virtues of marketing on internet marketing and relational marketing in food customers of Kale, Hamadan city. The method used in this research is descriptive-survey method and applied More
        The present research was conducted with the aim of investigating the effect of ethical virtues of marketing on internet marketing and relational marketing in food customers of Kale, Hamadan city. The method used in this research is descriptive-survey method and applied in terms of purpose and from the field branch. The statistical population under study is the food customers of Kale city of Hamedan, whose number is unlimited. Using Cochran's sample size formula, 384 people were selected as a sample by simple random sampling. In this research, the standard questionnaires of Zaman Yad marketing ethical virtues (2015), Babaei internet marketing (2012) and Negi and Katma relational marketing (2013) were used. In order to check the reliability of the questionnaires, Cronbach's alpha was calculated, which indicated the satisfactory reliability of the questionnaires. In order to analyze the data, descriptive statistics including: mean, standard deviation, minimum and maximum score, and structural equations were used in the inferential statistics section using SPSS version 21 and PLS3 software. The results indicate that the ethical virtues of marketing have a positive and direct effect on internet marketing and relational marketing in food customers of Kale city of Hamedan.   Manuscript profile
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        228 - The effective factors on marketing behavior of pomegranate growers in Tarom Township
        Behnaz Mirzaei Ali Shams Halimeh Razmi Ali Farhadi
        10.30495/jaeer.2022.19234
        Pomegranate is one of the most important strategic agricultural products of Tarom Township. Despite the important place of this product in the livelihood of rural households, the marketing of this product, like other agricultural products in Iran, has many problems. Any More
        Pomegranate is one of the most important strategic agricultural products of Tarom Township. Despite the important place of this product in the livelihood of rural households, the marketing of this product, like other agricultural products in Iran, has many problems. Any planning in the field of improving the pomegranate market requires understanding the marketing behaviors of pomegranates. Therefore, this descriptive-correlational study was conducted to investigate the factors affecting the marketing behavior of pomegranates in Tarom Township. multi-stage random cluster method was done in sampling stage and the number of samples was selected and studied using Cochran's formula of 160 people out of 5207 people whit step by step and according to the number of farmers in rural areas and villages. Data were analyzed by survey using a structured questionnaire whose validity and reliability were confirmed and using SPSSWin22 software. The results showed that the variables of pomegranate sales point, financing sources, water supply source, access to credit and financial services, receiving loans from banks and financial institutions, pomegranate history, annual agricultural income, approximate distance from garden to sales center, total garden performance The rate of self-consumption of pomegranate, the cost of transporting pomegranate to the market for sale and the use of local intermediaries in the village to obtain information have a positive and significant relationship with the marketing behavior of pomegranates. Manuscript profile
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        229 - Estimating of market power and marketing margin in the Iranian horticultural products market using the non-structural approach of Lerner index (Case study of apple product)
        mojtaba barzegar devin Gholam reza yavari abolfazl mahmoodi
        10.30495/jaeer.2023.68802.10935
        In this study, the market power in the marketing chain and the marketing margin of apple products in the Iran have been investigated. The share of the farm in the price paid by the consumer is often considered as an indicator of the relative health of the agricultural s More
        In this study, the market power in the marketing chain and the marketing margin of apple products in the Iran have been investigated. The share of the farm in the price paid by the consumer is often considered as an indicator of the relative health of the agricultural sector, which is called the marketing margin. One of the reasons for the large marketing margin is the presence of market power in the supply chain of agricultural products, so according to The importance of apple product for the agricultural sector of the country, as apple has the first rank of production in the country, in this study, using the time series data of the years 1394-1399, which was extracted from the statistics center and ministries of agricultural jihad, it has been tried to Measuring market power and marketing margin using Lerner index and mark-up model, The results of the study show that during the period under review, about 56% of the total price paid by consumers for each kilogram of apples was obtained by wholesalers and retailers, and in the supply chain of apple products, these retailers have more market power. And the results show that the presence of market power in the apple product supply chain has caused the price paid by the consumer to be about 2.4 times the price received by the producer. Manuscript profile
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        230 - Presenting an efficiency analysis model of posts in social networks of digital marketing (Case Study: Facebook)
        Mohhamad Reza Shahriari
        10.30495/ijdea.2022.68958.1175
        Manuscript profile
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        231 - Presenting a pricing model for the producers of steel with application of Game theory
        Narges Shirafkan Mohammad Mehdi Hosseinzadeh
        10.30495/ijdea.2023.73374.1196
        Manuscript profile
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        232 - Sensory assessment and shelf stability of deodorized sheep tail fat
        Amir Reza Shaviklo
        10.30495/jfbt.2022.69099.10297
        Manuscript profile
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        233 - Strategies to Achieve Sustainable Aquaculture in Guilan Province with an Emphasis on Its Environmental Dimension
        fatemeh ghorbani piralidehi Hossein Agahi Kumars Zarafshani Mohammad Karim Motamed
        10.22034/jest.2020.10920
        Introduction: The aquaculture industry as a very important agricultural activity in the current situation is influenced by the concept of sustainability that can be with minimal harm to the environment ensure of food security and health of rural society. This study was More
        Introduction: The aquaculture industry as a very important agricultural activity in the current situation is influenced by the concept of sustainability that can be with minimal harm to the environment ensure of food security and health of rural society. This study was carried out with the study the current status of aquaculture to develop strategies to achieve sustainable aquaculture in Guilan province with an emphasis on its environmental dimension. Material and Methods: The general approach of this research is qualitative that was used from qualitative content analysis for the purpose of analyzing data. Sampling was targeted and was confirmed the validity of research findings through triangulation. In the present study various techniques (individual interviews and group discussions) were used. Also data were obtained from various sources such as members and managers of aquaculture cooperative, aquacultures and fishery experts from the directorate general of Guilan province. Results and Discussion: The results showed that in the current situation to achieve sustainable aquaculture inputs management, production management, waste management and control and marketing management is needed. Based on research findings suggestions were made that can help to province aquaculture practitioners to achieve sustainable aquaculture. Manuscript profile
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        234 - Assessment of Changes in the Patterns of Urban Structure of the City on Spatial Change of Urban Air Pollutants (Case Study: Tehran City)
        Vahid Moshfeghi Samira Yousefian
        10.30495/jest.2020.47090.4811
        Background and Objective: The land use pattern represents the distribution and horizontal combination of urban applications, which plays a very important role in the distribution of pollutants and urban air quality. The impacts of these pollutants can be identified in t More
        Background and Objective: The land use pattern represents the distribution and horizontal combination of urban applications, which plays a very important role in the distribution of pollutants and urban air quality. The impacts of these pollutants can be identified in the location of pollutants (industrial, commercial, office, residential, etc.), as well as its impact on the distribution of urban travel and subsequent emissions from urban traffic. The main objective of this study is to investigate the role of land use pattern and physical structure in spatial variations of pollutants in Tehran during the period of 2011-2018.Material and Methodology: In order to achieve this goal, Landsat satellite images and also data from the Air Quality Control Center of Tehran in 2011 and 2018 were used. Kriging model was arranged using Arc GIS software to classify satellite images and specify types of applications using artificial neural network method in ENVI software and also to determine the concentration of air pollution in Tehran.Findings: The results of spatial correlation analysis showed that there was a significant correlation between spatial structure changes and air pollution in Tehran during 7 years.Discussion and Conclusion: The results of land use change and air pollution indices indicate that construction in the west and north of Tehran has increased the concentration of pollutants in these directions from the city. If the change from downstream land to urban green spaces in the east and south-east of Tehran reduces the concentration of pollutants urban air has been in these areas.  Manuscript profile
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        235 - Evaluation of Ecotourism Sustainability Marketing Strategies in Iran Free Zones: (A Case Study of Arvand Free Zone)
        Nasrin Zabihi Samani Abdolhadi Darzian Azizi Belgheis Bavarsad
        10.30495/jest.2022.65376.5607
        Background and Objective: The Purpose of this research is Evaluation of Ecotourism Sustainability Marketing Strategies in Arvand Free Zone.    Material and Methodology: In this study, in the qualitative section, first, researches related to the subject were e More
        Background and Objective: The Purpose of this research is Evaluation of Ecotourism Sustainability Marketing Strategies in Arvand Free Zone.    Material and Methodology: In this study, in the qualitative section, first, researches related to the subject were explored through meta-analysis in order to determine the strategic themes of sustainable ecotourism marketing. Then, based on Delphi analysis, an attempt was made to confirm the level of reliability of the research content with the identified themes. Finally, in a small part, through structural interpretive analysis, the research evaluated the strategic themes of sustainable ecotourism marketing. Findings: The results of the research in the qualitative section showed that out of a total of 11 initially approved researches, 7 researches were selected to identify sustainable ecotourism marketing themes. Through content screening, 10 themes were identified to enter Delphi analysis to determine their reliability. In this section, 8 final themes were included in the quantitative analysis section. The results in the quantitative section showed that the most effective strategic theme of sustainable ecotourism marketing is the use of education in recycling; Water consumption management, etc. in sustainable ecotourism marketing is at the fourth level of this model.   Discussion and Conclusion: The results show that marketing in the form of sustainable development of ecotourism focuses on aspects of raising the level of knowledge and awareness of its audience that can strengthen the sense of social responsibility and commitment to environmental protection in lovers of this field of marketing programs. Manuscript profile
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        236 - Identify the dimensions of marketing strategies in ecotourism in order to achieve sustainable economic, social and environmental development; Phenomenological research
        hosein rahimi kelver iman ghasemi hamedani
        10.30495/jest.2022.63595.5525
        Background and Objective: Today, the tourism industry is a dynamic industry with unique characteristics that is an important part of the economic and non-economic activities of developed and developing countries. One of the important factors in the growth and developmen More
        Background and Objective: Today, the tourism industry is a dynamic industry with unique characteristics that is an important part of the economic and non-economic activities of developed and developing countries. One of the important factors in the growth and development of the tourism industry is the optimal planning of related matters. One of the achievements of this industry, regardless of participation in development, is economic growth as well as job creation, especially in developing countries. The current research has been carried out with the aim of identifying the dimensions of marketing strategies in eco-tourism in order to achieve sustainable economic, social and environmental development. Material and Methodology: This research was conducted with a qualitative approach and using the phenomenology strategy in 1400. Based on purposeful sampling and reaching theoretical saturation, 20 people were invited from the tourism managers of Mazandaran province. Data were collected with the help of semi-structured and in-depth interviews and analyzed by content analysis method and using MAXQDA statistical analysis software.In order to obtain data validity, the study was used by the participants and for reliability, the internal agreement of the two coders and the review of non-participating experts in the research were used. Findings: The findings of the research showed that a strategy in ecotourism including cost reduction in economic development, development of human resource management, social development and environmental development was investigated. Discussion & Conclusion: From the analysis of semi-structured and in-depth interviews, 4 main categories of cost leadership strategy for economic development, differentiation strategy for human resource management development, focus strategy for social development and focus strategy for environmental development and 73 sub-categories were obtained. Manuscript profile
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        237 - Responsibility of the company's social impact and environmental orientation in marketing performance in health food companies
        Leila Andervazh alireza rajabipoor meibodi iman ghasemi hamedani marsha zarbazo
        10.30495/jest.2022.58825.5299
        Background and Objective: The purpose of this study was to explain the impact of corporate social responsibility and environmental orientation variables on green marketing performance (green internal marketing orientation, green marketing tactics and strategic green mar More
        Background and Objective: The purpose of this study was to explain the impact of corporate social responsibility and environmental orientation variables on green marketing performance (green internal marketing orientation, green marketing tactics and strategic green marketing orientation) and then the impact of these variables on Marketing performance was examined. Material and Methodology: This research is in the category of applied research in terms of purpose and is in the category of descriptive-survey research in terms of implementation method and the data collection tool is a structured questionnaire. The statistical population of all health-oriented companies in Tehran province is about 1120 companies. In this research, the sampling method was a simple random method and the sample size according to the statistical population of 1120 was 286 companies, which was determined according to the Cochran's formula and at an error level of 5%. Findings: Based on the results of this study, only the hypothesis of the impact of corporate social responsibility on the trend of green internal marketing has not been confirmed and other hypotheses have been confirmed. Discussion and Conclusion: In the first hypothesis, considering that the t-statistic is equal to 1.57 and this value is in the range (1.96, -1.96), so it is not significant. Therefore, it is clear that at the level of 95% confidence of corporate social responsibility has no effect on the trend of green internal marketing. -) is so it can be concluded that this hypothesis is not significant -13.45. Therefore, it is clear that environmental orientation has no effect on green internal marketing orientation. Manuscript profile
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        238 - Impact of environmental orientations on green marketing in the hotel industry (Case: Shiraz hotels)
        mohammad bashokouh ajirlou Yavar Babaei Golsoum Akbariarbatan sajad ferdowsi
        10.30495/jest.2022.58693.5288
        Background and objective: The green marketing approach has been welcomed in many organizations and marketers are trying to apply environmental issues in the marketing process. This indicates the importance of social responsibilities in the marketing process of organizat More
        Background and objective: The green marketing approach has been welcomed in many organizations and marketers are trying to apply environmental issues in the marketing process. This indicates the importance of social responsibilities in the marketing process of organizations. In this regard, the present study investigates the impact of environmental orientations on green marketing in the hotel industry.Material and Methodology: The present study is a descriptive-analytical research in terms of nature and method. The statistical population of the study includes managers and employees of hotels in Shiraz. The number of statistical samples is 200 people. In order to analyze the data, the technique of structural equation modeling based on variance has been used.Findings: The research findings showed that the environmental orientations of hotels with an effect of 0.812 are effective on green marketing, and this variable explains 65% of all green marketing changes. Also, the impact of environmental orientations on each of the three dimensions of green marketing (strategic, tactical and internal) and the impact of environmental orientations (internal and external) on green marketing were confirmed.Discussion and Conclusion: Based on the findings and relationships between research variables, it can be said that the effective implementation of green marketing activities depends on the environmental orientations of employees and managers; Therefore, in order to have a proper green marketing approach, hotel managers must train the idea of being green and green behavior among the staff and adjust the hotel processes and activities based on these principles. Manuscript profile
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        239 - Identification and ranking of the marketing mix of services in the banking industry focusing on financial services & Investment using DEMATEL
        Reza Mohammadkazemi saeed kardar Mahnaz Pouriz
        In the current competitive market, identify the major factors affecting the behavior of consumers is considered very important. Every organization needs to know to capitalize on one of the highest yield will be. The banks with the complex world of competition that they More
        In the current competitive market, identify the major factors affecting the behavior of consumers is considered very important. Every organization needs to know to capitalize on one of the highest yield will be. The banks with the complex world of competition that they face, they need to recognize these factors. The factors that the manufacturing industry is different. Therefore, banks need to identify its own marketing mix and also have knowledge of the most important factors. Therefore, after reviewing research literature, these factors combined to identify and then using DEMATEL, to rank them and thus introduce the most important factor. According to the results, of which the price and the staff are most effective. Manuscript profile
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        240 - Social media marketing and brand social identity focusing on customer engagement in the investment process
        peiman alidostzoghi Ebrahim Chirani Mohammad Reza Azadehdel
        The purpose of this research is social media marketing and brand social identity with a focus on customer interaction in the investment process. This research is qualitative and the method of data theory or grounded theory has been used. Data were semi-structured by in- More
        The purpose of this research is social media marketing and brand social identity with a focus on customer interaction in the investment process. This research is qualitative and the method of data theory or grounded theory has been used. Data were semi-structured by in-depth interview technique. Twenty specialists and experts of university faculty members and administrators who have at least 15 years of experience in management were selected by purposive sampling method using snowball technique. In order to analyze the data, continuous comparison method was used during the three stages of open, axial and selective coding. Qualitative findings are analyzed by MAXQDA software and finally the paradigm model of social media marketing is explained. Findings show that social media, through active and aggressive participation, has a greater impact on consumer behavior. Manuscript profile
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        241 - Identifying and Ranking Digital Marketing Factors in the Banking Industry: with an Emphasis on Financial and Investment Services (using Grounded Theory)
        Elmira Emsia Javad Janmohammadi
        With the increasing growth of digital marketing in the field of financial services of banks, the level of awareness of customers about the quality of banking services has increased. Therefore, customers no longer accept any kind of services, and this causes an increase More
        With the increasing growth of digital marketing in the field of financial services of banks, the level of awareness of customers about the quality of banking services has increased. Therefore, customers no longer accept any kind of services, and this causes an increase in the number of competitors in the bank. Therefore, banks should seek to strengthen their competitive position by identifying marketing challenges and opportunities. The purpose is to identify and rank the opportunities and challenges of digital marketing in the banking industry with an emphasis on financial and investment services (by Grounded Theory) in Sepah Bank. The research was conducted in two parts. First, with a qualitative approach, opportunities and challenges were identified from experts in the field of digital marketing in the bank, and second, in order to survey the findings of the qualitative section and also to rank an opportunities and challenges from the experts' point of view, the approach Quantitative and Shannon entropy were used. In the qualitative part, 9 semi-structured interviews were analyzed using the content analysis method, and in the quantitative part, the identified dimensions and sub-indices were weighted and ranked using the Shannon entropy analysis. The results showed that the most important dimension is the promotion dimension, and the most important indicator is the analysis of customer behavior, and the most important challenge is the technical dimension, and the most important indicators are a lack of digital culture, the lack of attractiveness of content, services and needs to expert employees. Manuscript profile
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        242 - Designing a Business Marketing Model with a Social and Political Approach and Its Reporting Method
        Hamidreza Teimouri Kambiz Shahroodi ali esmaelzadeh Farzin Farahbod
        Business can be a viewed as an architecture for product, service and flow of information that includes a description of different business elements, their role, the potential advantages of each of these agents and their sources of income. Election is an important socio- More
        Business can be a viewed as an architecture for product, service and flow of information that includes a description of different business elements, their role, the potential advantages of each of these agents and their sources of income. Election is an important socio-political phenomenon that is discussed from a business and a marketing perspective. The purpose of the present study is to design a political marketing model with emphasis on the 8th and 9th parliamentary elections. The research is descriptive; and in terms of purpose, it is applied. The statistical population in the qualitative section, includes policy experts, representatives of the Parliament, and in the quantitative section, includes students in political and social sciences and business management. The data collection tool in the qualitative part is interview, and in the quantitative part is questionnaire. SEM-PLS method is used for data analysis by Smart PLS3. The findings indicate that two factors influence political marketing strategies: the requirements for effective political orientation in the election competition and identifying the need of voting market. The outcomes of implementing it include designing the right product in accordance with core demands of the voting market, selling ideas/candidates and achieving votes and it is affected by considering the conditions and elements involved in the effective presence of political orientations in elections and assessment of target market needs. These lead to achieving proper vote rating and main goals in the voting market, through continuous monitoring of the environment and having influential marketing and publicity. Manuscript profile
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        243 - Presentation of Parsian Bank Brand Promotion Model Base on Grounded Theory with a Value Creation Approach
        PARISA GHOLAMI MORTEZA FARAJI ALIREZA ROUSTA
        Studying brand promotion factors helps financial organizations and banks to improve their marketing strategies with a proper understanding of brand issues. Although there is no dispute about the importance of this issue, but the existing research in this field is not sa More
        Studying brand promotion factors helps financial organizations and banks to improve their marketing strategies with a proper understanding of brand issues. Although there is no dispute about the importance of this issue, but the existing research in this field is not satisfactory and more studies are needed, this issue indicates the importance of studying brand promotion factors. The main issue of this research is to present the brand promotion model of Parsian Bank. Since there is no comprehensive model in the field of brand promotion according to the local conditions of our country, the data-based theory method has been used to theorize and identify the dimensions of the model. In the paradigm model of data-based theory, the main phenomenon of this research is the same process of brand promotion, and the current contextual and intervening conditions of this main phenomenon will also be presented. The results are also presented. To build a paradigm model through in-depth interviews related to data-based theory, the statistical population of this study was selected from all prominent academic experts with a scientific background related to brand management and marketing, managers and experts of banks. Manuscript profile
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        244 - Provide intelligent classification model based on perceptron artificial neural network (MLP) and hierarchical analysis (AHP) in digital marketing services to prioritize liquidity and investment risk
        Alireza Ashouri Roudposhti Hormoz Mehrani Karim Hamdi
        The present study, using machine learning and polling techniques, attempts to examine the automated strategic model in order to classify and explore the ideas presented about specific services that have been studied in this area in the field of investment. Provide resul More
        The present study, using machine learning and polling techniques, attempts to examine the automated strategic model in order to classify and explore the ideas presented about specific services that have been studied in this area in the field of investment. Provide results in digital marketing services. The neural network-based model, by identifying related opinions, measures different characteristics at different levels of evaluation and automatically categorizes opinions depending on the quality of the presentation. Financial crises in the banking system are usually due to the inability to manage financial risks and liquidity, which is a factor in the lack of transparency and ability to manage capital. Thus, the existence of such uncertainties has reduced the interest of investors in industrial and executive partnerships. This article has been established with the aim of identifying the factors affecting liquidity risk and also providing an intelligent model for predicting and classifying liquidity risk factors, identifying and prioritizing the factors involved. For this purpose, the method of intelligent measurement using perceptron neural network (MLP) has been used, which is considered as a practical approach to artificial intelligence. For this purpose, the necessary studies on financial information and liquidity in Bank Mellat branches in Tehran (consisting of 36 branches) have been considered and for the sample population, a random cluster set of 374 selected customers and investors has been used. Manuscript profile
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        245 - Designing and explaining the integrated marketing communication model in the financial and economic growth of the tourism industry
        Ali Mirtaheri Abdullah Naami Alireza Rousta
        Integrated marketing communications can create added value for stakeholders through various communication channels between travel agencies and the exchange of information before, during and after the travel between employees, the company as well as customers. The purpos More
        Integrated marketing communications can create added value for stakeholders through various communication channels between travel agencies and the exchange of information before, during and after the travel between employees, the company as well as customers. The purpose of this study is to design an integrated marketing model in the tourism and travel industry of Iran with a focus on travel services offices in Tehran. The research method of this research is applied-developmental and exploratory in nature and the data has been collected by mixed-exploratory method. the qualitative model was tested with the method of structural equations. The statistical population of the quantitative section includes experts and staff of travel services offices in Tehran. The sample size is 348 people by stratified random sampling. The results of the quality section were presented as a qualitative model in the separate article, but the results of the quantitative phase indicate the causal conditions affecting the integrated marketing communications of travel services offices including integrated analysis (customer, communication and financial analysis). Context conditions also include individual-technical context requirements (company DNA, strengths, competitiveness, human resource, processes, physical evidence, content management, knowledge and experience management) and intervening conditions including environmental conditions (Political, economic, social, cultural and biological issues and communication technology). The alignment of hardware and software for the optimal use of promotional mixed communication tools as an effective strategy in this field is confirmed and its consequences include purchasing and repurchasing and creating the value proposition of integrated marketing communications. Manuscript profile
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        246 - Assessing the various risks of the Iranian petrochemical industry
        Jehad Barzigar Mohammad Jalili
        This research in aimed at assessing and measuring systematic and unsystematic risks affecting petrochemicals listed on Tehran stock exchange with a financial-marketing approach in two stages to be analyzed and the analysis of the payment. In the first stage, quantitativ More
        This research in aimed at assessing and measuring systematic and unsystematic risks affecting petrochemicals listed on Tehran stock exchange with a financial-marketing approach in two stages to be analyzed and the analysis of the payment. In the first stage, quantitative assessment of systematic and unsystematic risks is filled with a financial approach. As a result of these calculations, it was found that the greatest risk to the stock returns of petrochemical companies threatens, due to the cultural and economic and political factors and technology and the internal factors have less effect on the risk of stock returns of petrochemical companies. In the second stage, it is measured qualitative (rating) systematic and unsystematic risk with marketing approach. Manuscript profile
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        247 - Presenting a strategic model of marketing capacities and its impact on financial performance in order to develop investment in Khuzestan steel industry
        azadeh tajamir leila Andervazh mohammad hossinpour
        The purpose of this study is to present a model of marketing capacity in Khuzestan steel industry and its impact on financial performance in order to develop investment. The method of the present study is mix method with an exploratory design that was performed through More
        The purpose of this study is to present a model of marketing capacity in Khuzestan steel industry and its impact on financial performance in order to develop investment. The method of the present study is mix method with an exploratory design that was performed through two qualitative and quantitative stages using the data theory of the foundation. In Qualitative stage data were collected through interviews with 15 experts and marketing experts who were selected through purposive sampling method and analyzed with Maxqda software. The results of the analysis of theoretical foundations and research interviews led to the final model of marketing capacity, which has 7 main categories of product, distribution, market, customer, competitor analysis, advertising and brand. Competitors analysis and product in the role of "underlying factors" of the market in the role of "intervening conditions", advertising, brand and distribution network in the role of "strategies and strategies" and the role of marketing capacity in the role of "outcome" have been identified. In order to fit the mentioned model, 200 employees of Khuzestan Steel Industry who were selected by random sampling method, answered the researcher-made marketing capacity questionnaire that resulted from the results of the quality section and also Financial dimension of Kaplan and Norton (2001) organizational performance questionnaire. Data were analyzed using LISREL software. Findings indicated a good fit of the proposed model Manuscript profile
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        248 - Designing a quality model of integrated marketing communications for specialized banks in Iran
        Hadi Kamarei vahidreza mirabi Esmaeil Hasanpour Ghoroghchi Farhad Hanifi
        The present study intends to investigate the role of the component of integrated marketing communications in the banking industry. In other words, the aim of the present study is to identify the critical variables affecting integrated marketing communications in the ban More
        The present study intends to investigate the role of the component of integrated marketing communications in the banking industry. In other words, the aim of the present study is to identify the critical variables affecting integrated marketing communications in the banking industry.The present research has been done by qualitative method and qualitative content analysis method. As with any other research, the literature review is related to the library, and also the approach of integrated marketing communications in the banking industry has been done in order to classify and present the structure based on previous research. To review and answer the research question, an interview with a group of marketing communication experts in the banking industry is conducted. They will be selected based on judgmental and snowball sampling methods. The adequacy index of the number of interviews is the theoretical saturation based on which the researcher concludes that more interviews will not add more information to the current reserves of the interviews, and finally the final qualitative model was extracted. Manuscript profile
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        249 - Provide a Three-Dimensional Model of Investing and Developing New Conversion Industries Businesses Focusing on Strengthening E-Marketing (Case Study: Zanjan Province)
        babak molaei Afsaneh Zamanimaghadam Firoozeh Hajialiakbari
        This research aims at trilogy models and international reassessment and development and providing new civilization services and services using Brazilian civilization using e-marketing advertising (Case Study: Zanjan Province) Method of this research, beautiful, purposef More
        This research aims at trilogy models and international reassessment and development and providing new civilization services and services using Brazilian civilization using e-marketing advertising (Case Study: Zanjan Province) Method of this research, beautiful, purposeful, mixed brother It is a practical and exploratory survey that has validity as a constructive and final method of questionnaire can be proved by using Cronbach's alpha (0.735).Statistical population in the field of qualitative research and organization of academic experts in the organization of Zanjan University Jihad 16 people and in the distribution department, Jihad Organization of Agriculture 600 people who can be used to you. The Cochrane formula used in Brother's computation is 234 questionnaires and can be summed up. You can interpret and reevaluate these experts by evaluating them through your reputable complexes, so that you can provide your users with reputable journals. Is(Company (product packaging, attractive features, products, brands, aftermarket and product quality)), site (three options, consulting, practice, search and search, page design and response and purchase response) and security (Commitment, law-abiding system and support for substitution (credit card number and credit information)). Finally, practical observations are presented by observing the research. Manuscript profile
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        250 - Desirable model for news marketing in financial markets
        sara aliyari seyed Reza Naghibossadat Hamidreza Hosseini Dana Bibisadat Miresmaili
        The concept of news marketing in financial markets is a new and innovative concept developed in the field of business and the interaction of media activities with financial markets.News marketing is a desirable model designed to explore the concepts related to the four More
        The concept of news marketing in financial markets is a new and innovative concept developed in the field of business and the interaction of media activities with financial markets.News marketing is a desirable model designed to explore the concepts related to the four elements.Communication in the social system on the topic of news and marketing is based on the views of activists and analysts in the financial and media markets.In this study,identifying the factors influencing the desirable and effective model of news production in financial markets has been shown that the news in financial markets is subject to demand like any other market and in order to guide it the mentioned factors should be considered and analyzed. . In addition to gaining a significant share of financial market audiences, the model can also reflect the type of thinking of financial market policy makers.This research aims to identify the optimal model of news marketing in the field of financial markets and emphasize factors such as dimensions and components of news marketing including news organization, news content, news messenger (audience) and all the effects and consequences of the search and sales process.The news comes; it's done.The present study is of practical purpose and in terms of a hybrid approach, thus having a quantitative role in the forum review phase and in the Q factor analysis stage.In order to identify the desired model of news marketing, the necessary data were collected from the participants through interviews and Qualitative methodology was used for analysis Manuscript profile
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        251 - The Application of Downside Risk and Arbitrage Pricing Model in Risk Assessment (Financial Marketing Approach to Iran's Petrochemical Industry)
        Jehad Barzigar Mohammad Jalili
        The purpose of the present study is supposed to be assessing and measuring systematic and unsystematic risks that are affecting petrochemical companies listed on Tehran Stock Exchange Market with a financial -marketing approach in two stages. In the first stage, quantit More
        The purpose of the present study is supposed to be assessing and measuring systematic and unsystematic risks that are affecting petrochemical companies listed on Tehran Stock Exchange Market with a financial -marketing approach in two stages. In the first stage, quantitative assessment of systematic and unsystematic risks is done based on financial approach using downside risk and arbitrage pricing model. As a result of these calculations, it was found that downside risk of portfolio stock returns of companies accepted in Tehran stock market was greater than risk of portfolio stock returns and the greatest risk to the stock returns of petrochemical companies threatens, due to the cultural and economic and political factors and technology and the internal factors have less effect on the risk of stock returns of petrochemical companies. In the second stage, qualitative measurement (rating) of systematic and unsystematic risk was performed based on the marketing approach. The following results were obtained: crude oil price fluctuations, lack of attention to environmental standards, political developments, especially global sanctions and cancellation of the contracts with foreign companies and changes in the exchange rate are among the factors that increase in the systematic risk in the petrochemical industry. Manuscript profile
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        252 - Investigating the relationship between market orientation in order to create and develop new products on the company's financial performance (focusing on Iran Dairy Company (Pegah))
        Maryam Kazemi Iman Abadi Mohammad Taleghani narges Delafrooz
        What experienced today is a huge shift from material resources to knowledge. Physical and financial assets are now necessary but insufficient to achieve the goals of the organization. Instead, knowledge, technology settings, good customer relations, information systems, More
        What experienced today is a huge shift from material resources to knowledge. Physical and financial assets are now necessary but insufficient to achieve the goals of the organization. Instead, knowledge, technology settings, good customer relations, information systems, etc., which constitute the intellectual capital of the organization, are recognized as the key factors of success in the information age. It believed that intellectual capital, including human capital and structural capital, has an increasing role in the performance of the company and is effective on its financial achievements such as market value, profitability, productivity, etc. The purpose of this study is to investigate the relationship between tendencies to the market is in line with the creation and development of new products on the financial performance of Iran Dairy Industries Company (Pegah). In terms of implementation method, this research is a descriptive research from the correlation branch and from the survey group and is cross-sectional in terms of time. ‌15 production companies and 5 sales areas of Iran Dairy Industries Company (Pegah) were considered as the research community . The results showed that the market orientation from the sub-section of innovation strategy in the direction of the tendency to create new products has an impact on the financial performance of the company and this effect is significant. Manuscript profile
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        253 - Assessing the effects of board structure and diversity on the performance and capability of companies in Iran: A case study of marketing capability in companies listed on the Tehran Stock Exchange
        sara eftekharpour younos vakil alroaia farshad faezi
        Marketing capability is seen as a competitive advantage for the company and reflects a company's specific ability to identify target markets and adopt strategies that maintain a relationship with loyal customers. Board Diversity and board structure is the factors that a More
        Marketing capability is seen as a competitive advantage for the company and reflects a company's specific ability to identify target markets and adopt strategies that maintain a relationship with loyal customers. Board Diversity and board structure is the factors that affect the marketing capability of the company. Therefore, using the data of companies active in food sector in the period 1389-1399, the effect of diversity and board structure on the marketing capability has been studied. Based on the research results, the board structure and diversity have a positive and significant effect on the marketing capability of the studied companies. Because the more non-executive members (or female board members) to the total number of board members, the better the company's performance and marketing capabilities will be. Also, the board of director's size, the firm's assets growth and the firm's age have a positive and significant effect on the marketing capability of companies. The variables of environmental forgiveness (industry growth) and the variables of turmoil (revenue fluctuations in the firm and industry) also had a positive, negative and significant effect on the marketing capability of the company, respectively. In addition, the interactive effects of the board structure with the turbulence and environmental forgiveness on the firm's marketing capability were negative and positive, respectively. In other words, the structure and board diversity can have a greater effect on the marketing capability of the company when the company's revenue fluctuations are low and environmental forgiveness and industry growth rate are higher. Manuscript profile
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        254 - Design and validation of an integrated marketing communication model in Stock Exchange
        shahram bandpey niloufar imankhan Mohammadbagher Gorji amir akhavanfar
        Integrated marketing communications means the design, development and implementation of various programs regarding the use of a combination of methods and tools of marketing communications in a coherent way to influence the audience and attract them to the organization More
        Integrated marketing communications means the design, development and implementation of various programs regarding the use of a combination of methods and tools of marketing communications in a coherent way to influence the audience and attract them to the organization and empowers the company. Acquisition and validation of the integrated marketing communication model in Tehran Stock Exchange has been done using a survey method. The statistical population of this study: 386 shareholders of Tehran Stock Exchange were selected using Morgan's table by available sampling method and the necessary information was collected from a questionnaire. To evaluate the fit of the proposed model, the structural equation modeling method with partial least squares approach has been used with Smart PLS software. Partial results and second-order confirmatory factor analysis using second-order confirmatory factor analysis software showed that all observable variables had a factor load higher than 0.70 on their corresponding latent variable and were significant. All variables have been reported above 0.5, which indicates the convergent validity of the model variables and the redundancy coefficient in all variables was positive and approximately 0.35, indicating the appropriate quality of the measurement model and it can be concluded that the model has the ability to predict Has. This means that marketing communication methods and tools have a positive and significant effect on the integration of marketing communications and the integration of marketing communications has a positive and significant effect on the effectiveness of marketing communications. Manuscript profile
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        255 - Financial Marketing
        Fraydoon Rahnamy Roodposhti Mansour Feizollahzadeh
        Financial marketing is finance science in market making as interaction between finance and marketing. The goal that, developing in investment and finance knowledge the goal of this paper is presenting new paradigm. Research finding show that first, presenting new patter More
        Financial marketing is finance science in market making as interaction between finance and marketing. The goal that, developing in investment and finance knowledge the goal of this paper is presenting new paradigm. Research finding show that first, presenting new pattern as entitle financial marketing mix (FMM). Second, based on this pattern, can definition suitable strategy. Manuscript profile
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        256 - Interpretive Ranking of Marketing Functions for Sustainable Ecotourism in Free Zones of Iran
        Nasrin Zabihi Samani Abdolhadi Darzian Azizi Belgheis Bavarsad
        Background and Objective: One of the goals of any economic system is to use tourism capacities in sustainable development, which especially requires the use of marketing strategies in this field. In this research, first, the dimensions of ecotourism are identified throu More
        Background and Objective: One of the goals of any economic system is to use tourism capacities in sustainable development, which especially requires the use of marketing strategies in this field. In this research, first, the dimensions of ecotourism are identified through Metasynthesis, and then, through the interpretive ranking process, the most effective dimension is determined in the free zones of Iran. Material and Methodology: The methodology of this research was mixed, so that in the qualitative part, first, based on previous research the marketing functions of ecotourism sustainability were identified as the basis of analysis, and then, based on Delphi analysis, the theoretical consensus was determined to provide a theoretical framework for the research. In the quantitative part, was used Interpretive Ranking Process. In this analysis, the aim was to determine the most important marketing functions of ecotourism sustainability in the free zones of Iran. Findings: The results of the research indicated the existence of eight marketing functions of ecotourism sustainability through Meta-synthesis analysis, which were confirmed during two rounds of Delphi. The results in the quantitative section showed the percentage of effectiveness of using education in recycling; management of water consumption, etc. in sustainable ecotourism marketing is higher than other functions of ecotourism sustainable marketing. Discussion and Conclusion: This research is of theoretical and practical importance due to the creation of theoretical coherence regarding ecotourism and its expansion at the level of sustainability functions of Iran's free zones, which can be effective in identifying the axes that affect this area and develop the field for attracting tourists.   Manuscript profile
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        257 - Appraisal the Quality of Gap between the Current Situation and Desired Sustainability of Industrial Marketing of Rural Green Businesses
        Mohammad Mehdi Karimi Rasoul Sanavifard Aliasghar Eyvazi Mostafa Khajeh
        Background and Objective: In terms of meaning, green sustainable development, global partnership for the continuity and dynamics of economic growth; Social justice and preservation and renewal of environmental capacities shines not only for the present but also for futu More
        Background and Objective: In terms of meaning, green sustainable development, global partnership for the continuity and dynamics of economic growth; Social justice and preservation and renewal of environmental capacities shines not only for the present but also for future generations and shows a kind of comprehensive view and commitment of all to improve the common future of mankind in all fields such as rural green businesses. The purpose of this research is Appraisal the quality of the gap between the current situation and the desired sustainability of industrial marketing of rural green businesses. Material and Methodology: In this research, factors and components were identified by Delphi method with the participation of 10 specialized experts in the field of rural businesses, and then the indicators were categorized using the PESTEL method. Then, the gap quality between the current and desired conditions was drawn and the factors and indicators were ranked through the IP matrix. Findings: The findings of the research showed that legal, economic and technological factors respectively play the greatest role in the gap in the status of rural businesses. Also, among the components, social security laws for home businesses, guaranteeing government agencies, and integrated mentality of electronic businesses, liquidity, water supply and investment respectively had a greater impact on creating a gap. The IP matrix showed that there are 14 components with high performance and importance that should be continued. Discussion and Conclusion: The obtained results are an indication of the fact that rural development policies should include the contribution of agriculture, both in order to improve farm activities and in support of ancillary services, to ensure sustainable development in order to promote green businesses in the regions. Use rural. Therefore, the policy makers of this field should codify flexible laws in the field of agricultural reforms so that rural development in the field of green business is the basis for the social and political stability of these areas in the country. Manuscript profile
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        258 - Designing a marketing model in the community based on customer experience in nature tourism in Mazandaran province
        Mahboubeh Naderidoust Golnar Shojaei Baghini
        The purpose of this research is to design a marketing model based on customer experience innature tourism in Mazandaran province. The statistical population of the research includestour operators, tourism experts and tourists who travel to different regions for nature t More
        The purpose of this research is to design a marketing model based on customer experience innature tourism in Mazandaran province. The statistical population of the research includestour operators, tourism experts and tourists who travel to different regions for nature tourismin Mazandaran province. The research is of applied type and has been evaluated qualitativelyand quantitatively. The components have been identified through research literature and theDelphi technique has been used to screen the components. The Delphi questionnaire has beenscreened by tourism experts in rounds. In the second step, we used the ISM (structuralinterpretive)technique to level the components and identify the influential components. Theresults of the research indicate that in the first step, according to the Delphi technique, in themodel based on customer experience, dimensions and components have been confirmedby experts. Three dimensions include factors related to customer experience, individualfactors and environmental factors. In the second step in the structural-interpretive technique,the components are placed in levels. According to the dependency-influence analysis, thecomponents of political factors and economic factors have been identified as the mostinfluential and key components in the marketing model based on customer experience innature tourism in Mazandaran province. Manuscript profile
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        259 - An overview of the importance of marketing in rural tourism
        Maryam Seyednazari Hossein  Kuhestani Fatemeh Kazemiyeh Ghader  Dashti
        Tourism is one of the most dynamic economic activities of the present era. The systematic development of tourism and the use of many capabilities of this sector to improve the current state of tourism in the country requires the use of tourism planning, so that accordin More
        Tourism is one of the most dynamic economic activities of the present era. The systematic development of tourism and the use of many capabilities of this sector to improve the current state of tourism in the country requires the use of tourism planning, so that according to the existing sensitivities and the capacity of the society and the needs of the tourists, the capabilities of this industry can be used for the progress and development of the community. At the same time, planning for tourism development requires action and attention to the needs, characteristics, and demands of the market as tourism demand factors. One of the most important types of tourism is rural tourism, which is more than a century old. Rural tourism has attracted a lot of attention due to its attractiveness and the desire to use the space and features of the rural environment for tourists, as well as its function to improve and improve the economic, socio-cultural, and ecological indicators of the host region. In the meantime, one of the aspects that can be the source of many developments for the sustainable development of the rural tourism industry is the accurate identification of the current situation through tourism marketing. Therefore, in this research, the importance of marketing in rural tourism has been reviewed Manuscript profile
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        260 - Designing a Favorable Tourism Marketing Policy Model using Corbin-Strauss Theory
        Gabriel Mohagheghi
        Manuscript profile
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        261 - Identifying and prioritizing the barriers of using Instgaram for developing small businesses in Karaj
        hamid hemmati homa Doroudi
        Introduction: Social media marketing is a form of word-of-mouth marketing. The use of Instagram social media thanks to its variety of benefits, can be a powerful element to significantly compensate for the shortcomings and limitations of marketing strategies of small co More
        Introduction: Social media marketing is a form of word-of-mouth marketing. The use of Instagram social media thanks to its variety of benefits, can be a powerful element to significantly compensate for the shortcomings and limitations of marketing strategies of small companies. To succeed in the electronic world and social media, Instagram is the first and most important planning step to identify barriers to using these media. Organizations need to be aware of these barriers in order to properly design and implement Instagram social media strategies. The purpose of this study is to identify and prioritize barriers to using Instagram social media in small businesses in Karaj.Method: This study is exploratory-applied in terms of purpose and is qualitative in terms of identifying indicators and quantitative in terms of surveying people related to the research topic. In this research, the library method was used to extract the research background, and the field method with a questionnaire was used to collect data.Findings: Barriers to using Instagram social media in small businesses in Karaj city have 39 elements or indicators and 6 components; The first component with 7 indicators ,the second component with 7 indicators, the third component with 5 indicators as described (lack of financial capacity of enterprises, lack of training costs, lack of maintenance costs, lack of investment incentives, insufficient budget for technology), The fourth component with 8 indicators described (lack of proper belief and attitude to Instagram social media, lack of proper information, lack of information-based decision-making culture, difficulty in how to localize technology, lack of laws in accordance with national traditions and criteria Ethical, lack of culture and behavior of the appropriate community with Instagram social media, lack of readiness of commercial companies, dissatisfaction of customers), the fifth component with 5 indicators as described (lack of identification in cyberspace, lack of cyberspace security, lack of Social media laws Instagram, lack of digital signature, non-enforcement of copyright law) and the sixth component with 7 indicators as described (personal resistance, organizational resistance, lack of computer knowledge and skills, lack of training and skills of the workforce, lack of knowledge of benefits and advantages, lack of trust , Fear of changing existing conditions).Discussion and Conclusion: The overall results showed that the use of Instagram social media in small businesses in the city of Karaj has many obstacles that if these obstacles are removed, we can take steps to develop these businesses. Researchers are advised to complete this research on topics such as using the case study method to extract the critical success factors of using Instagram social media in small businesses. Manuscript profile
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        262 - Identifying the factors affecting the Brand Associations of Iranian Futsal Premier League clubs
        Rasoul Tarighi Hossein Ahmadi Maliheh Salehi Rostami
        10.30486/4s.2022.1951579.1017
        Objective: Sport has become increasingly commercial, and sports institutions have become more professional over the years. Thus,Today, brand management is an increasingly important field in marketing management. Brand Associations is the most famous and valuable relatio More
        Objective: Sport has become increasingly commercial, and sports institutions have become more professional over the years. Thus,Today, brand management is an increasingly important field in marketing management. Brand Associations is the most famous and valuable relationship that a customer shares with a brand. Brand Associations reflects the relationship between the customer and the brand. Brand Associationscan strengthen the customer's desire to repurchase and brand loyalty. Considering the emotional and cognitive link of dependence, its consequences can also be categorized. Therefore, the purpose of this study is to Identifying the factors affecting the Brand Associations of Iranian Futsal Premier League clubs (Case study: Sari Sharvand Futsal Club).Methodology: The research method is correlation and is practical in terms of purpose. The statistical population of the study included all fans of sari shahrvand futsal team. The sample size is infinite and the sample size is 384 people. To calculate the sample size in this study, the Cochran's formula for unlimited communities has been used. A researcher-made questionnaire was prepared by studying the sources. The validity of the questionnaire was confirmed by ten professors of sports management and the reliability of the questionnaire was confirmed using Cronbach's alpha test. The statistical tests of this research were structural equations modeling (SEM) and Confirmatory factor analysis (CFA)Results: Findings showed that all research variables including success and fan identity, knowledge, coach, socialization, tradition, product, importance, logo, peer group acceptance, management, nostalgia, stadium, escape from everyday life, stadium atmosphere, education and Training, star player and pride in the place of living have a positive and significant effect on the brand affiliation of Iranian Futsal Premier League clubs (Sari shahrvand Futsal Club), respectively.Conclusion: Due to the fact that league football clubs in the country, with a large number of fans, have a high capacity to generate revenue through activities related to brand management. Because one of the biggest problems of Iranian football clubs is their lack of common income in world football. Clubs in Iran have no income other than a small share of ticket sales and receiving money from shirt sponsors, and their eyes are on the hands of the government and the Ministry of Sports and the supporting capitalists. Therefore, it is suggested to the managers and officials of the Sari Shahvand Futsal Premier League Club that they take the necessary care in using the results of this research to advance the goals of the club. Manuscript profile
      • Open Access Article

        263 - Designing a model for the development of sport for all with emphasis on social marketing dimensions
        Soheila Tohidi Mehrdad Moharamzade Masoud Imanzadeh Simin Esgandari Dastgiri
        10.30486/4s.2022.1973701.1080
        Purpose: The purpose of this study was to design a model for the development of women's public sports in Ardabil province with emphasis on social market dimensions.Methodology: The method of this research was descriptive-correlational. The method of this research was de More
        Purpose: The purpose of this study was to design a model for the development of women's public sports in Ardabil province with emphasis on social market dimensions.Methodology: The method of this research was descriptive-correlational. The method of this research was descriptive-correlational. The statistical population consisted of women customers of sports clubs in Ardabil province as well as women active in parks and morning sports and open places. The statistical sample was 7 times the number of identified items. The sample was selected by stratified random sampling according to 63 identified items. The number of samples was 441. After distributing the questionnaire, 442 questionnaires were collected in full, of which 430 were complete and analyzed. The research instruments included two questionnaires of public sports development and social marketing. The validity of the instrument was confirmed using the opinion of experts and the reliability of the research was confirmed using Cronbach's alpha. In order to analyze the data and the relationships between the variables, Smart PLS 3 software was used.Results: Findings showed that the dimensions of social retrieval were promotion (0.30), effectiveness (0.24), accessibility (0.24), trust (0.22), price (0.21), and product (0.15), respectively. And diversity (0.12) had a significant effect on the development of public sports in Ardabil province.Conclusion: In general, it is suggested that social marketing training courses be held for all those who are somehow related to sports activities. Also, make these communities familiar with the range of women's sports activities and their capabilities. After the authorities become familiar with these factors, they should carry out promotional activities and extensive communication about the benefits of public sports for women through mass media and social networks. Social marketing approaches regarding public sports in the field of women and how to use them to increase the participation of women in public sports were unknown until now, and no research had been done in this regard in the country. Also, the results of data analysis showed that all dimensions of social marketing had suitable factor loadings as well as fit indices with appropriate sizes for fitting the model. According to the surveys conducted in the field of social marketing, all the researches have used the four-point marketing mix as a tool to promote physical activities and sports, but in this research, new dimensions of social marketing have been used for the development of public sports, which managers Executives should apply these items in their program. In past researches, effective factors in the development of public sports and specific methods of social marketing that have been carried out as interventions have been discussed; while considering the concept of marketing in past researches, no comprehensive approach was observed in the field of public sports. According to the results of this research, we should look for approaches to change behavior in the development of public sports, and according to the results of the present study, the social marketing approach is one of the appropriate and effective ways for the development of public sports. Manuscript profile
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        264 - An Overview of the Challenges and Perspectives of Women's Sports Participation with a Social Marketing Approach
        Elham Moshkelgosha
        10.30486/4s.2022.1968242.1066
        Objective: The purpose of the research is to examine the challenges and perspectives of women's sports participation.Methodology: In this article, an attempt has been made to investigate the status of women's participation in sports activities, its causes and challenges More
        Objective: The purpose of the research is to examine the challenges and perspectives of women's sports participation.Methodology: In this article, an attempt has been made to investigate the status of women's participation in sports activities, its causes and challenges by using existing texts and literature, and by providing suitable solutions, an efficient horizon and perspective in order to increase participation as much as possible. Provide women in sports. The research method of this study is based on the nature of the subject of documents, and accordingly, the library technique was used to collect information..Results: The investigations showed that despite the increasing presence of women in social fields, their participation and presence in sports activities is limited. Considering the importance of sports in the personal and social health of women, it seems that the Iranian society has not yet realized the importance and necessity of sports among women and girls. The percentage of women participating in sports activities is lower than that of men in all countries.Conclusion:The nature of using this concept of social marketing is to change behavior, which is the main nature and purpose of marketing in this field. The meaning of individual attitude change is that, according to the conditions, a person finds a positive belief in physical activity and public sports, and further, the attitude towards public sports also becomes positive, which is due to the increase of the individual's information. Further, according to the effects of social norms on the individual, this normative belief is created in people that exercise and physical activity can be placed as a need in people. The positive social consequences that can be achieved by using social recovery strategies, changing behavior towards desirable behaviors that lead to the development of public sports in this research. Considering the pivotal role of sports in the health of women as mothers of society and consequently the health of their children, the issue of women's sports participation should be seriously considered. Social marketing is suggested as an effective approach to reduce barriers and increase facilitators to women's sedentary behavior and improve the quality of individual and social life, which implementation and implementation requires support and capacity building from all responsible institutions. The multiple benefits of sports, improving women's social attitudes and beliefs by focusing on the effectiveness of promotional and educational activities, developing suitable places and spaces for women's public sports, inter-departmental coordination and leading women's public sports are effective measures in this field. Manuscript profile
      • Open Access Article

        265 - Designing a cultural marketing management model with the approach of supporting the production of domestic sports products and goods
        jahanbakhsh anbarian mojtaba shahnoushi saeed sharifi
        10.30486/4s.2023.1982095.1112
        Abstract:Objective: The current research was conducted with the aim of designing a cultural marketing management model with the approach of supporting the production of domestic sports products and goods.Methodology: In terms of purpose, the current research is an appli More
        Abstract:Objective: The current research was conducted with the aim of designing a cultural marketing management model with the approach of supporting the production of domestic sports products and goods.Methodology: In terms of purpose, the current research is an applied research type, and in terms of method type, it is considered a mixed research method. The use of qualitative research methods, such as case studies, focus group interviews, theory based on data, action research, etc., only study the non-quantitative aspects of phenomena and alone cannot reveal the reality of phenomena related to management. and fulfill all the objectives of this research. . Therefore, it is necessary to use both qualitative and quantitative research methods to understand the management issues and to understand the reality of the constituent elements of the management organization. Quantitative research considers a part of the target statistical population by using sampling methods and collects the desired information by sending survey forms (online or manual) in the form of questionnaires, etc. The results of the statistical analysis of such data make quantitative research results. The statistical population in the qualitative section consisted of marketing experts and cultural managers who were semi-structured interviewed based on the information saturation of 15 participants. And in a small part, they were those who are active in the field of production, distribution and sale of cultural products. And based on Cochran's formula and sample size related to the number of variables in structural equation modeling, 250 people were selected as a sample. For data analysis, we used MAX QDA software in the qualitative section and SPSS and smartPLS software in the descriptive and inferential statistics sections. Findings: The findings showed that the factor loading values of all the items are greater than 0.4 and therefore the measurement model is a homogeneous model and the factor loading values are acceptable values. The results of the significance analysis of the t-statistic values showed that the t-statistic values for all items were reported to be greater than 2.58. This means that the relationship between the items with their respective latent variable is accepted at the confidence level of 99%. Model predictive power or shared redundancy is a measure to check the structural model. The purpose of this index is to check the ability of the structural model in forecasting by ignoring method. The most famous and well-known criterion for measuring this ability is the Q2 index, based on this criterion, the model should predict the indicators of the reflective endogenous hidden variable. The values obtained from this test are positive, which indicates the appropriate quality of the structural model. The results showed that the prediction power of the model is strong. Conclusion: The results showed that the strengthening of the private sector, optimal market management, planning and organization of production products in line with the promotion and sale of local cultural goods are the most important effective factors. Also, cultural marketing management strategies in the form of a specialized perspective, understanding the dimensions Cultural marketing, academic attitude to cultural marketing, empowerment, international interactions in order to manage cultural marketing as best as possible have been identified in this research.Keywords: marketing, cultural marketing, supporting national production, sports products and goods. Manuscript profile
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        266 - Assessing the Impact of Shiraz Weekly Markets on Corona Outbreaks for Post-Corona Policy Making
        yones gholami khodadoust askari somaee shahrokhi
        The accident virus was reported in 2019 in Wuhan, China, and with a high ranking, it has affected the whole world and affected the lives of millions of people from various factors. The purpose of this research is. The statistical population of this study is all business More
        The accident virus was reported in 2019 in Wuhan, China, and with a high ranking, it has affected the whole world and affected the lives of millions of people from various factors. The purpose of this research is. The statistical population of this study is all business owners in Shiraz in weekly markets. Cochran's formula was used for sampling and 180 samples were selected. The spatial domain of the research is the city of Shiraz and its temporal domain is September 1400. The method of data collection is a questionnaire. The questionnaire was designed in two sections: general and specific. The reliability of the Cronbach's alpha coefficient questionnaire was in the good category with a result of 0.887. Analysis and analytical statistics of the questionnaire including descriptive and inferential statistics were performed using SPSS software. The results showed that the virus has affected the lives of employees in Shiraz weekly markets several times. The results of the research based on t-test show that the level of significance of all components is less than 0.5, ie information on all components (employment, socio-cultural, financial, family, tourism, education, political and Psychological) had a significant effect (P <0.05) so that it has an effect on the components of money, finance and psychology and has the least effect on socio-cultural and political components This shows that in the post-corona era, we need comprehensive policies to address the economic problems of this group and prevent social vulnerability.Extended AbstractIntroduction:       Coronaviruses are a large family of viruses and subsets of coronaviruses that range from the common cold virus to more acute illnesses such as SARS, Mers, and Covid. Coronaviruses were identified in the 1960s and continued to be studied until the mid-1980s. The virus is naturally prevalent in mammals and birds, yet seven coronaviruses have been detected in humans. The latest is the coronavirus Acute Respiratory Syndrome 2 (SARS-COV 2), which broke out in December 2019. In Iran, on February 20, 2017, due to the death of two patients with respiratory complications in Kamkar Hospital in Qom, the presence of this virus was detected in the country. As of March 30, 2017, 16 countries in Canada, Lebanon, the UAE, Bahrain, Kuwait, Afghanistan, Iraq, Oman, Pakistan, Georgia, China, Estonia, New Zealand, Belarus, the United Kingdom, and Azerbaijan have announced that they have identified people with coronavirus. They are of Iranian origin. These wide-ranging challenges require a management frameworkThe outbreak of coronavirus was reported in Wuhan, China in late 2019, and with its high prevalence rate, it has affected all countries of the world and affected the lives of millions of people in various dimensions. The purpose of this study is to evaluate the effects of coronavirus on weekly market jobs in Shiraz. The statistical population of this study is all business owners in the weekly markets of ShirazMethodology:         The statistical population of this study is all business owners in the weekly markets of Shiraz. For sampling, which is the process of selecting a number of members of the statistical community as a sample, Cochran's formula was used and 100 samples were selected. The research area is the city of Shiraz, whose location in the country and the province is shown in Figure (1). Its temporal realm is September 1400. The method of data collection is a questionnaire. The questionnaire was designed in two parts: general and specific. The questions of the public sector include 10 questions (including age, work experience, education, gender, field of activity, etc.) and the questions of the private sector include employment index (6 questions), socio-cultural index (5 questions), index Financial (5 questions), Family index (6 questions), Tourism index (5 questions), Education index (3 questions), Political index (5 questions), Mental and physical index (5 questions) are on a five-point scale. Likerts are scored by choosing one of the quality options. In order to assess the accuracy of the questionnaire, the validity and reliability of the questionnaire were checked. The validity of the questionnaire indicates that the questions in the questionnaire are designed in line with the objectives of the research and can properly measure the achievement of the objectives of the research. In order to check the validity of the research questionnaire, it should be said that in conducting the questions of this questionnaire, research related to the subject, related sites and news, and surveys of employees in this field have been used. To measure the reliability of the questionnaire, Cronbach's alpha coefficient, which is designed based on the internal coordination of items with each other and is known as one of the coefficients of reliability or reliability, was used. The reliability of the questionnaire of this study was measured by SPSS software, which is classified as good with a result of 0.887.Results and discussion:          The results showed that the corona virus from different dimensions has affected the lives of employees in the weekly markets of Shiraz. The results of the research based on t-test show that the significance level of all components is less than 0.5, ie corona on all components (employment, socio-cultural, financial, family, tourism, education, political and Psychological) had a significant effect (P <0.05) so that the greatest impact on the components of employment, financial and psychological and the least impact on socio-cultural and political components, this indicates that in the post-coronary period need We are a comprehensive policy to solve the economic problems of this group and prevent social vulnerability.Conclusion:         Findings of this study on the negative impact of corona on employment with the results of the study of Taherinia and Hassanvand (1399) in his study entitled "Economic consequences of Covid-19 disease on the Iranian economy; Emphasizing Employment »showed that the prevalence of corona has a decreasing trend in employment and an increase in unemployment is similar. Also, the findings of this study on the negative impact of corona on education, employment, socio-cultural components, and family with the results of Jajarmi faith study (1399), which is an article entitled "Social consequences of the outbreak of Coronavirus in Iranian society" showed that Corona in areas such as family and education, labor relations and some social groups such as women, children, small business owners and immigrants, It has the most negative consequences, it is consistent. Also, the findings of this study on the negative impact of Corona on employment with the results of the study of the Statistics Institute (2020) which is an article entitled "The impact of Coronavirus on Iranian businesses" showed the negative effects of Coronavirus on reducing production and Iranian businesses The findings of this study on the negative impact of Corona on employment are the same as the results of the study by Bartik et al. The findings of this study on the negative impact of corona on employment are related to the results of the Kosheleh study (2020), which showed in an article, entitled "The collapse of jobs and workers in India: the impact of the coronavirus". The coronavirus has had a negative impact on employment and business in India. Manuscript profile
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        267 - Explaining the Assessment of Internal Marketing and Environmental Citizenship Behavior on the Development of Urban Tourism with the Mediating Role of Urban Branding
        Majid Ahmadi Rousta Alireza Zahra Gharedaghi
        10.30495/juepd.2023.1990242.1219
        Today, the development of tourism in various destinations is considered important and has many positive effects. Therefore, the countries that benefit from potential abilities in this field, are continuously trying to allocate a suitable share of the tourism markets by More
        Today, the development of tourism in various destinations is considered important and has many positive effects. Therefore, the countries that benefit from potential abilities in this field, are continuously trying to allocate a suitable share of the tourism markets by branding. The purpose of the research was to explain the evaluation of internal marketing and environmental citizenship behavior on the development of urban tourism with the role of mediator of urban branding. The research method is practical in terms of purpose and descriptive of correlation type according to the method of data collection. The statistical population of the research includes the citizens of Tehran province in 2023, which were divided into north, south, west, east and center regions. Using Cochran's formula, 384 people were selected as a sample and 420 questionnaires were distributed and 403 questionnaires were collected. The reliability of the questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.804. Data were analyzed using structural equation modeling and Smart PLS software. The findings indicate that internal marketing, urban marketing, city image and environmental citizenship behavior have been effective on urban branding. Also, urban branding has a significant impact on the development of urban tourism. In this research, urban branding has the greatest impact on the development of urban tourism with a score of (8.931) and environmental citizenship behavior has had the least impact on urban branding with a score of (3.570). Extended Abstract Introduction: Today, the tourism industry is considered as one of the most diverse and largest industries in the world, as it is the main source of foreign exchange income, creating social justice, employment, increasing welfare, cultural growth and a basis for the growth of the private sector and infrastructure development. Economists consider the tourism industry to be the third growing and dynamic economic phenomenon after the oil and automobile industry, Therefore, the development of tourism as a set of economic measures has a great effect on strengthening the foundations of societies, especially from an economic perspective. Today, the growth and promotion of tourism has been widely accepted and placed on the agenda of the government, especially in developing countries. Tourism development provides direct and indirect job opportunities and reduces the government budget deficit. At the same time, it increases the income from taxes for the implementation of economic activities. Tehran province, despite its very rich local, social, cultural, geographical and even economic capabilities, is neglected compared to many provinces of the country, especially the neighboring provinces, and has not been given the attention it should be. The field investigations and also the evidence show that, unfortunately, due to the lack of attention to the tourism industry in Tehran province, the per capita income of this province is almost insignificant. Also, due to the lack of proper management and planning of tourism in Tehran, Tehran is a destination for tourists, which does not bring any special tourism income for the province. This is despite the fact that if the government as well as the Tehran Governorate support tourism in Tehran province in a practical way and with all their power, many problems and problems and even social and economic problems such as unemployment will disappear due to this tourism in the province and Tehran feels a renewed spirit in its body. Methodology: The current research is applied based on its purpose and descriptive correlational according to its type, and based on the model, structural equation modeling method should be used. The statistical population of the research includes the citizens of Tehran province in 2023, which were divided into north, south, west, east and center regions. Using Cochran's formula, 384 people were selected as a sample and 415 questionnaires were distributed and 403 questionnaires were collected. The data collection method of this research was done in the library method and using books and articles, and a questionnaire was also used in the field method. Results and discussion: The demographic characteristics of the sample were reported. Also, Cronbach's alpha, composite reliability, average variance extracted (AVE), and coefficient of determination were used to measure the model, which are reported in table two. The average values ​​of the extracted variance of all 7 model constructs are at the optimal level (more than 0.5). The amount of Cronbach's alpha and combined reliability for all the model structures is (more than 0.7), so the questionnaire has a good and acceptable reliability. The value of R2 for the endogenous constructs of the research confirms the appropriateness of the fit of the structural model. The results of the Q2 criterion for the endogenous structure indicate the appropriate predictive power of the model regarding the endogenous constructs of the research and indicate that the fitting model has appropriate and favorable predictive power. The final results of the confirmatory factor analysis are reported in Table 3. Factor loadings greater than 0.5 have good validity. In graphs 1 and 2, factor loading values ​​and significant coefficients for the questions of each variable are given. In confirmatory factor analysis, the minimum value of acceptable factor loadings is 0.3, the average significance level is 0.4, and the values ​​above 0.5 indicate a high correlation level and strong significance between the factor and observed variables. In the significance coefficients (T values), considering that all the numbers on the paths are higher than 1.96, it indicates the significance of the paths, the appropriateness of the structural model and the confirmation of all research hypotheses. Since the three values ​​of 0.01, 0.25 and 0.36 are defined as weak, medium and strong values ​​for GOF and on the other hand, the coefficient is in a favorable situation (0.651), so the results show that that the fit of the model in the statistical population of the research is appropriate. Conclusion: The purpose of this research is to explain the evaluation of internal marketing and environmental citizenship behavior on the development of urban tourism with the mediating role of urban branding. In this research, 5 hypotheses were tested and the results of the hypothesis analysis indicate that internal marketing, urban marketing, city image and environmental citizenship behavior have been effective on urban branding. Also, urban branding has a significant impact on the development of urban tourism. The t test for all hypotheses is greater than 1.96. Therefore, with 95% confidence, the relationship between the variables is significant. Manuscript profile
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        268 - Designing and validating an agile financial marketing capability model for the development of the health tourism industry after Covid-19
        Anoosh Omidi Alireza Pooya Hadi Bastam Ali Hosseinzadeh
        10.22034/amfa.2021.1944426.1653
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        269 - An Integrated Entropy/VIKOR Model for Customer Clustering in Targeted Marketing Model Design (Case Study: IoT Technology Services Companies)
        Hossein Teimouri Jalil Gharibi Ali Hossein Zadeh Alireza Pooya
        10.22034/amfa.2020.1895428.1389
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        270 - Development of a New SWOT-MCDM Model to Create Marketing and Financial Strategies in Conditions of Uncertainty (Case Study of Iralco Company)
        Farshad Motallebi Peyman Ghafari Ashtiani Mohammad Ehsanifar
        The most basic step in managing an organization is to develop appropriate and practical strategies. Developing a detailed and complete plan that will determine the long-term direction of the organization and guarantee the prof-itability and survival of the organizatio More
        The most basic step in managing an organization is to develop appropriate and practical strategies. Developing a detailed and complete plan that will determine the long-term direction of the organization and guarantee the prof-itability and survival of the organization. In this research, using multi-criteria decision-making techniques, a new SWOT model has been created to formulate organizational strategies (financial, commercial, production and similar). The upcoming research method is of a mixed type (qualitative-quantitative) which will be used in the qualitative part of the method (de-scriptive-survey) and in the quantitative part of the fuzzy Delphi technique and multi-criteria decision making. In order to target more the results of this research and its output model, Iralco Company (Iran Aluminium) has been selected as a strategic and widely used global product manufacturer to study and implement the mentioned models and techniques. Manuscript profile
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        271 - Studying the Role of Marketing Intensity on the Relation of Financial Leverage and Firm Function
        Khosro Dalvand Mahtab Tabatabaie
        10.22034/amfa.2018.544947
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        272 - Factor Analysis of Factors Affecting the Improvement of Apple Marketing in West Azerbaijan Province
        Kaziveh Chalabi Solieman Rasouliazar Loghman Rashidpour
        10.30495/sarj.2022.1963416.1079
        The aim of this study was to investigate the factors affecting the improvement of apple marketing in West Azerbaijan province using factor analysis method. The statistical population of the study includes all gardeners in West Azarbaijan province, of which 39315 are gar More
        The aim of this study was to investigate the factors affecting the improvement of apple marketing in West Azerbaijan province using factor analysis method. The statistical population of the study includes all gardeners in West Azarbaijan province, of which 39315 are gardeners. Krejcie and Morgan table were used to determine the sample size (n=360). The present study method is descriptive-survey and in order to collect information from a researcher-made questionnaire, its validity was assessed by obtaining the opinions of a group of experts and necessary modifications were made. The results of factor analysis showed that the most important factors affecting the improvement of apple marketing in West Azerbaijan province were summarized and categorized into four factors, which could explain 66.3% of the changes in factors affecting the improvement of apple marketing in West Azerbaijan province. Among the effective factors studied, economic factor including the items of payment of facilities and credits to apple beneficiaries, the existence of border markets in the province, product diversity was identified as the most important factor affecting the improvement of apple marketing in West Azerbaijan province. Manuscript profile
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        273 - A Process Model for Implementing Cause-Related Marketing in the Banking System of Iran and Its Outcomes
        Ali Valipour Mahmoud Noraei Kamyar Kavosh
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        274 - Designing the Causal Sensory Impulses Model in Creating a Positive Brand Image (Case Study: Dairy Industry)
        Abdolkarim Tazesh Esmaeil Hassanpour Qorughchi Vahi Reza Mirabi Mohammad Hossein Ranjbar
        Manuscript profile
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        275 - Designing a Native Model for Assessment of the Effectiveness of Advertising
        Soheila Shamsadini Farhad Hanifi Vahid Reza Mirabi
        Manuscript profile
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        276 - Identifying Components of the Ethical Marketing System Based on Islamic-Iranian Approach
        Fatemeh Noorshargh Hasan Esmailpour Hossein Safarzadeh Behrooz Ghasemi
        Manuscript profile
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        277 - Providing a Comprehensive Branding Pattern for Organic Product with a Sensory Marketing Approach
        Bentolhoda Kohanzahedani Esmaeil Hassanpour Qorughchi Vahid Reza Mirabi
        Manuscript profile
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        278 - Marketing Strategy Evaluation by Integrating Dynamic Systems Modeling and Network Data Envelopment Analysis
        Mojtaba Kaveh Saeid Saeida Ardekani Seyed Mohammad Tabatabaeenasab
        10.30495/jsm.2020.673643
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        279 - Designing, Evaluating and Prioritizing Sepah Bank's Marketing Strategies in the Banking Industry
        Hoossein Adelkhani Farideh Haghshenas Kashani
        10.30495/jsm.2020.673648
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        280 - Optimal Strategies of Increasing Business Alignment, in Social Security Organization, with Quality Function Deployment (QFD) Approach
        Ramona Mohammadi Mohammad Reza Motadel
        10.30495/jsm.2020.673660
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        281 - A Paradigmatic Model on the Role of Electronic Marketing Capabilities in Promoting Iranian Carpet Export Capacity
        Zahra Naeini Peikani Shahnaz Nayebzadeh Sayyed Hasan Hataminasab
        10.30495/jsm.2021.678901
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        282 - Designing a Marketing Pattern for Retailers of Consumer Goods on Fast Moving Consumer Goods and its Effect on Consumer Behavior
        Mostafa Ebrahimi Ismail Hassanpour Ghoroghchi Vahidreza Mirabi Serajodin Mohebi
        10.30495/jsm.2021.1943025.1547
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        283 - Evaluation and Prediction of International Marketing Management Factors for Wind Renewable Energy Equipment
        Reza Mohatdi Abdollah Naami Alireza Rousta Ebrahim Albonaiemi
        10.30495/jsm.2022.1943336.1558
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        284 - Designing and Validating a New Integrated Digital Marketing Model
        Farzad Malek shirabadi Mehdi Karimi zand Mohammad Reza Kabaran Zad Ghadim
        10.30495/jsm.2022.1944114.1565
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        285 - Designing a Strategic Model for International Marketing of Iranian Handmade Carpets
        Mojtaba Faizollahi Mahmoud Ahmadi Sharif Mehran Keshtkar Haranki
        10.30495/jsm.2021.1942593.1538
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        286 - Presenting a Gray Marketing Model Using the Role of Influencers in Social Media
        Anvar Yousefi Mehdi Hadad Zadeh
        10.30495/jsm.2021.1942794.1542
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        287 - Presenting a Model of Film Marketing Process in Iran and Describing the Model (Case Study: Social Drama Genre)
        Mona Turkman Esmaeil Hassanpour Ghoroghchi Serajeddin Mohebi
        10.30495/jsm.2021.1943289.1556
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        288 - Influencer Behavior in Social Media Marketing: Developing and Validating a New Model
        Habibollah Majidian Mahdi Mahmoudzadeh Vashan Hossein Hakimpour
        10.30495/jsm.2021.1943152.1552
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        289 - Validation of the Pattern of Brand Marketing Efforts on Social Media with Customers in the Dermato-Cosmetic Industry
        Yones Kafilaleh Hossein Bodaghi Khajeh Noubar Alireza Motemani Aliakbar Peyvasteh
        10.30495/jsm.2021.1942981.1544
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        290 - Future Study of Marketing in the Banking Industry with a focus on Blockchain Technology
        Majid Ahmadi Alireza Rousta Mohammad Hasan Maleki Farzad Asayesh
        10.30495/jsm.2022.1967454.1687
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        291 - Identifying and Validating the Factors Affecting Online Social Media Marketing about Consumer Buying Behavior
        Reyhaneh Toudeh Bahambari Hossein Hakim pour Mehdi Mahmoudzadeh Vashan Hamid Rezaeifar
        10.30495/jsm.2022.1957940.1642
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        292 - Presenting a Systemic Model for the Effectiveness of Marketing Communication Activities in Social Networks
        Somayyeh Abesh Loui Aghdam heirsh soltanpanah Omid Mahdieh Roya Shakeri Foad Habibi
        10.30495/jsm.2023.1972982.1715
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        293 - Designing and Explaining the Digital Marketing Model with the Approach of Customer Experience Management (CEM)
        Hiva Zadegan Mohammad Aghaei Mohammad Rahim Esfidani Tahmoures Hasangholipour Manouchehr Ansari
        10.30495/jsm.2023.1973844.1721
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        294 - Identifying the Components and Indicators of Social Marketing in Small and Medium Businesses with a Resistance Economy Approach
        Seyedeh Shima Ekhlasmand Majid Fattahi Shahram Salavati
        10.30495/jsm.2023.1979182.1766
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        295 - Presenting a Paradigm Model of Green washing based on the Grounded Theory Approach
        mahsa jandaghi Mahmud Naderi Beni
        10.30495/jsm.2022.1969014.1696
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        296 - Presenting the Model of Strategic Management of Human Resources in the Marketing Department based on the Grounded Theory
        Peiman Tirabadi Majid Bagherzadeh Khajeh Hooshang Taghizadeh
        10.30495/jsm.2023.1983892.1807
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        297 - Virtual reality (VR) alongside Social Media Marketing Activities (SMMAs) as a solution for Management Information Systems (MIS)
        Yazdan Shirmohammadi Parisa abiyaran Mike Peters
        10.30495/jsm.2023.1990610.1841
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        298 - Designing New Strategic Reference Points for Elucidating Lock-In Marketing Strategy Using Thematic Analysis
        samira bekr Hormoz Mehrani Seddighe Tootian Masoud Qorban Hosseini
        10.30495/jsm.2023.1992202.1852
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        299 - The Study of Electroencephalography in Neuromarketing Research, Consumer Behavior and Performance Method: A Systematic Analysis
        Samira Nazari Ghazvini Younos Vakil Alroaia Rohizat Baharon
        10.30495/jsm.2023.1983505.1805
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        300 - Measuring Customer Acquisition Value: A Comprehensive Approach to Customer Equity
        Monireh Hosseini Farnoush Firouzi
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        301 - Model in Order to Make Effective Decisions in Selecting Advertising Media by Goal Programming(GP)
        Morteza Rahmani Nikooie Zahra Asgari Bshkany
        Manuscript profile
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        302 - The Impact of Business Intelligence on Marketing Performance with Moderating Role of Environmental Turbulence
        Ali Bazaee Hassan Karimian
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        303 - Analysis of Marketing Strategy Impact on Organizational Performance in the Iran Banking Industry Case Study: Maskan Bank of Kermanshah Province
        Peyman Akbari Hamid-Reza Jalilian
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        304 - Green Sport Marketing Mix on Sportswear Consumers Purchasing Behavior
        Mohammad Khorsandi-Fard Reza Ismaeelzadeh
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        305 - The Mediating Role of Quality Services in the Relationship between Internal Marketing and Customer Satisfaction
        Farideh Ahmadi
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        306 - Guerilla Marketing Approach on Consumer’s Purchase Intention with Presence of Mediator Variable of Satisfaction
        Artimes Mahdavi Meymand Fazlullah Kazemi
        Manuscript profile
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        307 - A Presentation of the Strategic Entrepreneurial Marketing Model in the Construction Industry
        Shahram Kouseh Gharravi Saeid Saffarian Hamedani
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        308 - A Comparative Study Of Behavioral Responses Of Green Hotel Customers In Iran And A European Country
        Majid Alizadeh Sina Nematizadeh Hassan Esmailpour
        10.30495/ccd.2023.1982580.1199
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        309 - The Role of Pink Marketing Mixed Elements in Women's Cosmetic Purchase Decision
        Ghasem Zarei Vahideh Ebrahimi Kharajo
        The aim of the present study was to investigate the role of mixed elements of pink marketing in the purchase decision of women's cosmetics. The research population included all Iranian women who buy cosmetics. The research sample was female customers of online cosmetics More
        The aim of the present study was to investigate the role of mixed elements of pink marketing in the purchase decision of women's cosmetics. The research population included all Iranian women who buy cosmetics. The research sample was female customers of online cosmetics stores. The research method was descriptive-analytical. Library method was used to collect data. After studying and reviewing the findings, the results indicated that pink marketing was an activity that was done either for or by women and it included a group of activities called marketing mix elements, which were formulated according to the needs, desires and psychology of women to influence women's attitudes and behaviors. Pink marketing was very important for the organizations that use it. Because it had an impact on the purchasing decisions of women who constituted a huge group of buyers. Pink marketing was not only limited to women as customers, but also to them as marketers when they influence the purchasing decisions of customers. Pink marketing was not limited to the use of pink in products, but included any product directed at women and could be any other color. Also, one of the most basic mixed components of the pink marketing that affected women's purchase decisions were direct, indirect and electronic distribution channels and sites. Advertisements also affected women because in pink advertisements attention was paid to the women emotional aspect and feelings. Pink price and pink distribution of products at the right time and place were among the factors that influenced women. Manuscript profile
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        310 - The Role of Women in Green Marketing
        سهیلا Zarinjoialvar
        None may assume that in addition to sale and profitability, marketing is concerned about the consumers’ sanity as well. But the intense competition dynamics, environmental concerns increment, government regulations and increasing consumer awareness made the enterp More
        None may assume that in addition to sale and profitability, marketing is concerned about the consumers’ sanity as well. But the intense competition dynamics, environmental concerns increment, government regulations and increasing consumer awareness made the enterprises to considere the consumers’ physical and mental health and consumers’ echo system serenity too. Concepts such as green, environmental and social marketing have gradually entered into the marketing literature to undertake the enterprises’ social responsibility over time. This paper attempted to explain the social responsibility first and then to discuss its relation to green marketing. Finally the more rigorous approach to women's role in creating and maintaining green marketing was mentioned. Manuscript profile
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        311 - The Woman Role in Job – producing
        سهیلا Zarinjooe Alvar احسان Abbaspour
        Women, in nowadays society, play an essential and progressive role in business and trading affaires. In recent years, women have occupied private enterprises jobs as much as government –related (public sector) ones, and this has been showed an ongoing and progress More
        Women, in nowadays society, play an essential and progressive role in business and trading affaires. In recent years, women have occupied private enterprises jobs as much as government –related (public sector) ones, and this has been showed an ongoing and progressive rate. So it is necessary to pay much more attention to the women s, aptitude, innovation, talent and also their roles to develop countries. Many governments, especially in the economic crisis, have overcome their economic difficulties by following some principals and suitable policy besides benefiting from the women roles in generating jobs to efficiently circulating the economic wheels. Nowadays, in our society, Iran, women who composed half of the population are not home – bound members like earlier times but they have been educated and gained higher levels of academic degrees and knowledge in technical affaires. They also volunteer to participate in different fields and domains. Statistics showed that women in Iran have sought greater superiority in job producing than men. In the other side because the government has many investing limitations producing job; marketing is one of the most important solutions to the jobless women and their unemployment problem in Iran. Manuscript profile
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        312 - Investigating the Factors Affecting the Success of Electronic Communication Management with Customers Considering the Mediator Effects of Customer Orientation
        meghdad haji mohammad ali jahromi Maryam Noroozpoor Roodposhti
        This research is aimed at modeling the effective factors on the success of electronic communication management with customers in the tose’e ta’avon bank. The present study is a descriptive-survey method in terms of applied purpose and in terms of data collec More
        This research is aimed at modeling the effective factors on the success of electronic communication management with customers in the tose’e ta’avon bank. The present study is a descriptive-survey method in terms of applied purpose and in terms of data collection method. The statistical population of this study is the heads, deputies and employees with the history of branches of the Cooperative Development Bank in Tehran. Finally, 115 questionnaires were compiled. The research questionnaire consisted of 30 specialized questions with a 5-point Likert scale. The validity of the questionnaire has been confirmed by the experts in terms of content validity and the validity of the questionnaire has been done with the model of measurement, convergent validity and divergent validity. Also, Cronbach's alpha coefficient was 0.994 and Cronbach's alpha coefficient and the combined reliability of each dimension was greater than 0.7, which indicates the desirability of the questionnaire. To test the research hypotheses, Minimal Squares technique has been used. After analyzing the data, the results show that customer knowledge management, technology and internal marketing have an impact on customer orientation. On the other hand, customer knowledge management, internal marketing, technology, customer orientation and cost management have an impact on the success of electronic communication management with customers. Manuscript profile
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        313 - Identifying antecedent and consequence of Market Orientation in the Dairy Industry (Case Study of Ramak Dairy Products Company)
        hossein mokhtarpoor serajaldin mohebi bijan nahavandi
        This study aims to Identify the antecedent and consequence of Market Orientation in Dairy industry (case study of Ramak Dairy Products Company) was conducted. In terms of purpose, it was applied and in terms of how to collect information, it was a mixed (qualitative-qua More
        This study aims to Identify the antecedent and consequence of Market Orientation in Dairy industry (case study of Ramak Dairy Products Company) was conducted. In terms of purpose, it was applied and in terms of how to collect information, it was a mixed (qualitative-quantitative) research.The statistical population in the qualitative section included academic and organizational experts including Ramek specialists and in the quantitative section included all employees of Ramek Dairy Products Company. The sample size was estimated in the qualitative part with theoretical saturation (15 people using purposive sampling) and in the quantitative part based on Cochran's formula 291 people.Data collection tools were qualitative interview, interview and quantitative researcher questionnaire. Thematic analysis method was used to analyze the qualitative data.The validity of the questionnaire was confirmed in terms of form, content and structure. The reliability of the questionnaire through Cronbach's alpha for the whole questionnaire was 0.86. Confirmatory factor analysis was used to analyze the data. The results identified 19 components and 90 indicators that 11 components (internal factors) of market orientation antecedent including senior management emphasis, manager risk-taking, conflict, cross-sectoral communication, structure, market-based reward system, marketers' expertise, Citizenship behavior, marketing culture, marketing capability and innovation and the four components of external factors of market orientation predecessors included market turmoil, competition, technological dynamics and market intelligence. And 4 components including commitment, satisfaction, employee solidarity and performance were considered as the consequences of market orientation. A research model consisting of the effective antecedents and consequences of market orientation was presented . Manuscript profile
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        314 - Designing a green marketing process model in the pharmaceutical industry
        Bita Hadizadeh Moghadam Hassan Biabani Esmaeil Hasnpour
        The purpose of this study was to design and explain the green marketing model of pharmaceutical Industry. This study, in terms of purpose, functional, in terms of approach, exploration, and in terms of data analysis, is mixed method (qualitative-quantitative). In the qu More
        The purpose of this study was to design and explain the green marketing model of pharmaceutical Industry. This study, in terms of purpose, functional, in terms of approach, exploration, and in terms of data analysis, is mixed method (qualitative-quantitative). In the qualitative phase of the research and in order to design the model based on the data theory theory methodology, a group of experts including university professors, marketing consultants, and senior sales and marketing managers of pharmaceutical companies who were thoroughly involved in the sales and marketing of pharmaceutical companies and green marketing strategies, Were selected and interviewed in depth. During this phase, the snowball sampling method was used and the process continued until the theoretical saturation of the researcher was reached and a total of 11 interviews were conducted. In the quantitative phase, senior, middle and operational managers of pharmaceutical companies based in Tehran were considered as the statistical population and 210 of them were selected by simple random sampling. In the qualitative phase of the research, because of the fundamental data theory approach, the main tool for data collection was in-depth, unstructured interviews with experts. In the quantitative phase of the research, the main data collection tool was a closed questionnaire and a researcher made up of 51 items that were designed based on the conceptual model. In the quantitative phase of the research, SPSS and Listel soft wares were used to perform descriptive and inferential analyzes. Finally results led to the design of a green marketing model Manuscript profile
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        315 - Designing the Sensory Impulses Model in Creating a Positive Brand Image (Case Study: Dairy Industry)
        ABDOLKARIM TAZESH esmaeil hasanpour qorughchi VahidReza Mirabi
        This study aims to design the causal model of sensory impulses in order to create a healthy, delicious, environmentally friendly (green) brand image in the dairy industry. It is a descriptive and practical research in which the quantitative data are collected based on t More
        This study aims to design the causal model of sensory impulses in order to create a healthy, delicious, environmentally friendly (green) brand image in the dairy industry. It is a descriptive and practical research in which the quantitative data are collected based on time line. A questionnaire was used to assess consumer feedback and a semi-structured questionnaire and interview were used to measure expert feedback. The sample size of the consumer community was performed by non-probabilistic quota sampling and experts were selected by snowball sampling method. After identification of sensory impulse the structural equation method and PLS software were used to investigate the causal relationship between the variables. The results showed that the sense of smell and touch have a significant and positive effect on the positive image of the brand. Also, findings showed that the following impulses should be used to create a healthy and green brand image: soft packaging material, cool product temperature, product form neither thick nor thin, the packaging form neither unique nor repetitive, , the mild and pungent smell of the product, the smell of the product is a combination of feminine and masculine scents. And to create a delicious brand image: soft packaging material, cool product temperature, product form neither thick nor thin, the unique packaging form, sharp scent, the smell of the product is a combination of feminine and masculine scent . Of course, the low impact of the other sensory impulses should not be neglected Manuscript profile
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        316 - peresenting an Appropriate Model for Effective Advertising in Companies with an Industrial Design Unit
        sara saffari Hasan Sadeghi Naeini Ata Allah Abtahi Seyed Jamaleddin Tabibi Ali Akbar Farhangi
        Nowadays, industrial design has allocated a special place to itself in the field of products marketing and development, both at national and international levels. Advertising can be a connection bridge between company and customers, the customers are fully identified an More
        Nowadays, industrial design has allocated a special place to itself in the field of products marketing and development, both at national and international levels. Advertising can be a connection bridge between company and customers, the customers are fully identified and the messages of the company are effectively transmitted to them. The purpose of the present research is to present an effective advertising model for companies with an industrial design unit. Therefore, the present research is descriptive-analytical with the Inductive approach and the collection of required data was performed based on the library and document mining study, and also considering the comparative comparison of four domestic industrial design companies with four foreign industrial design companies. Based on this comparison, 82 effective advertising indicators were identified. Using content analysis method, their similar and different aspects were addressed and using MAXQDA software, the difference, similarity, evidences, and foundations of each one of these desired phenomena are explained, and 40 indices with the highest frequency that have not yet been used by Iranian industrial design companies were classified into four categories such as customer relationship, marketing, products and services, and announcements,and a model was designed based on them. Finally, some suggestions based on the research findings were presented.The result is that, for a dynamic and effective advertising, the Iranian industrial design companies require to employ the novel approaches which most of the superior companies utilize to compete and even to proceed in the market. To this end, some suggestions are offered. Manuscript profile
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        317 - Presenting Content Marketing Model Based on Grounded Theory (Case Study: Fars Province Tourism Industry)
        mahmood maarefi hooshang asadollah esmaeil hasanpour qorughchi
        Content marketing is a strategic approach to marketing that focused on producing and disseminating valuable content. A business can be introduced to them at a low cost by sharing useful information about the products and the business services through this method, but ch More
        Content marketing is a strategic approach to marketing that focused on producing and disseminating valuable content. A business can be introduced to them at a low cost by sharing useful information about the products and the business services through this method, but challenges such as lack of knowledge as well as a suitable content marketing model caused this method doesn't have its real place. In this article, an attempt has been made to provide a framework to review content marketing topics. A topic that few official sources have addressed so far. The main purpose of this article is to provide a reasonable and valid framework based on the Foundation's data theory for content marketing with the aim of studying the Fars tourism industry. At first, the necessary information about content marketing is obtained through interviews. After producing open, central and selective coding, the content marketing process pattern is presented. Then, in order to check the accuracy of the model obtained from the Foundation's data theory, the proposed model is examined by using the main criteria for evaluating the Foundation's data model, including: adaptation, comprehensibility, generalizability, control level, theory evaluation and research process evaluation. Based on the obtained results, the proposed model has been able to meet expectations in all criteria. According to the obtained results, the proposed model can also be extended to other manufacturing and service businesses. Manuscript profile
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        318 - Identifying and Ranking Drivers of Integrated Marketing Communication, Based on the Combined approach of SWARA and gray ARAS
        Saman Sheikhesmaeili Seyed Kamran Nourbakhsh Seyed Abbas Heydari
        10.30495/imj.2021.686402
        Integrated marketing communications contribute to the strengthening of overt and covert interactions in business with stakeholders and the development of value-added in relationships with customers by creating coherence, coordination, convergence and synergy in messages More
        Integrated marketing communications contribute to the strengthening of overt and covert interactions in business with stakeholders and the development of value-added in relationships with customers by creating coherence, coordination, convergence and synergy in messages, media and communication tools. the main purpose of this study is to identify and rank the drivers of integrated marketing communication in the banking industry, which defines the nature of its services based on communication and interaction. The statistical sample of this research includes 14 experts and specialists in the field of financial services marketing and their selection process has been done judiciously. Methodologically, based on theoretical content analysis and fuzzy Delphi method, the stimuli affecting integrated marketing communications were identified and screened. Then, using the opinion of experts and SWARA method, the obtained criteria were re-evaluated and weighed. Finally, the Gray ARAS method was used to rank the options. Based on the research results, four main criteria include 1. Strategic Orientation (Strategy Orientation, Technology Orientation, Learning Orientation, Entrepreneurial Orientation), 2. Market Orientation (Customer Orientation, Competitor Orientation, Inter-functional Coordination, Market Intelligence, Marketing Capability), 3. Brand Orientation (Common vision of brand, Integrated Brand Identity, Common brand Positioning, Common Capability of brand) and 4. Environment Orientation (Politics, Economics, Sociological, Technology, Environment, Law) were identified. In the meantime, strategic Orientation have a higher weight and priority. Manuscript profile
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        319 - Identifying the categories affecting the green marketing of organic products and examining the relationship between these categories using the strategy of fundamental conceptualization theory (the case of study: Cinere Company in Kohgiluyeh and Boyer-Ahmad Provinces)
        omid mohammadi ali pirzad Sayed Najmuddin Mousavi
        10.30495/imj.2022.1951730.1746
        The aim of this study was to identify the categories affecting the green marketing of organic products and to investigate the relationship between these categories using the strategy of fundamental conceptualization theory; Since the scientific research conducted in thi More
        The aim of this study was to identify the categories affecting the green marketing of organic products and to investigate the relationship between these categories using the strategy of fundamental conceptualization theory; Since the scientific research conducted in this field was either not feasible or had shortcomings, the decision was made to conduct research in this field. The methodology considered in this research is data-based method; The statistical population consists of 10 experts who were purposefully selected. Also in the second step and library studies, texts with the keywords environment, green management and green marketing were examined and first data analysis was performed using the data-based method. And the categories were identified and then using snowball sampling and surveys of 15 experts, in order to confirm the reliability and validity of the research and validation of the results, their opinions were used. Data analysis and category identification were performed in three stages of open, centralized and selective coding, based on which in response to the main question: "What are the categories affecting the green marketing of organic products?" The categories of the research included statistics and results including: 172 identifiers, 47 concepts, and 26 categories of research results. The 26 categories were identified during a completely two-way communication around the main category, namely green marketing of organic products Became. Manuscript profile
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        320 - A Hybrid MCDM Model to Identify and Prioritize of Promotional Mix Tools in Plastic Industry
        Ali Mohaghar Shahram Hashemnia Seyed Hojjat Bazazzadeh Roya Eghbal
        Marketing is a process by which people exchange goods and meet their needs and demands. Marketing mix or 4p (product price, place, promotion) is a powerful tool that helps to advance marketing goals. The purpose of promotion is the activities by which the company gives More
        Marketing is a process by which people exchange goods and meet their needs and demands. Marketing mix or 4p (product price, place, promotion) is a powerful tool that helps to advance marketing goals. The purpose of promotion is the activities by which the company gives costumer good information about its products and encourages him/her to purchase. So, by prioritization of the components of promotion mix (Advertisement, Sale promotion, Public relations, Personal selling, Direct marketing) compatible with any business, increase in the sale can be achieved. The purpose of this study is to help managers in plastic industry companies in order to identify and prioritize mix promotional tools to improve their sale. For this purpose, 22 effective promotional tools in the plastic industry were identified with the help of library research and experts ideas. 105 head managers with at least 5 years of experience were examined. To collect the data, the researchers used a questionnaire with Cronbach Alpha with the range of 65-83 for all the items and the Validity of questionnaire was confirmed by the experts. After identifying appropriate mix promotional tools by experts, they were prioritized by MADM methods (SAW, TOPSIS, ELECTRA, and LINMAP). As the results of mentioned methods were not the same, in order to reach a consensus, the researchers used mix methods called Copeland. The result of prioritizing by Copeland showed that TV advertisement, trade fairs (creating a special imagination in costumer’s mind by showing the product) and present sale of the product, have more priority relative to other tools. Based on the results, managers and marketers in the plastic industry will be able to identify the best mix promotional methods by the use of multi-attribute decision-making methods and so they can enhance their sale.     Manuscript profile
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        321 - Combining Green Marketing and Industrial Clusters with Special Offer for Green Industrial Cluster to Exit from Environmental Crisis in Iran
        Mehrdad Alipour Hossien Badieye Seyed Mehdi Monirie
        One of the current issues of industrial investments in the world is the advent of various problems which the environmental catastrophe is one of the most common one triggering negative consequences and outcomes in the performance of industrial units' activities. Present More
        One of the current issues of industrial investments in the world is the advent of various problems which the environmental catastrophe is one of the most common one triggering negative consequences and outcomes in the performance of industrial units' activities. Presenting the model of green industrial clusters, in this research, we immersed to survey the combination of green marketing with the industrial cluster to demonstrate techniques of overcoming the environmental crises of the country. Since qualitative approach seemed suitable for various questions and objectives of the research, we utilized it for selecting samples, collecting and analyzing data, reaching a conclusion and answering the research questions. The methods for collecting data were limited to discussions, documents, and interviews. Since the method of sampling was purposeful, saturation theory was utilized for defining the size of the sample. Experts from the ministry of industries, mines, and commerce, small industrial organization, and firms in industrial towns of Iran were interviewed. Therefore, the results demonstrated that all three factors, namely, green productivity, the technology of clean production, and green management, can provide a way to approach towards the green industrial cluster.   Manuscript profile
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        322 - E-commerce model design in sports services marketing
        mohammadhosin nafar shiva azadfada Ali Mohammad Safania elahe haidaryan
        10.30495/kmsj.2023.1980880.1086
        The purpose of this study was to design an e-commerce model in the marketing of sports services using data theory. The research method is qualitative and exploratory. Statistical population included university professors and experts. Degrees and academic backgrounds rel More
        The purpose of this study was to design an e-commerce model in the marketing of sports services using data theory. The research method is qualitative and exploratory. Statistical population included university professors and experts. Degrees and academic backgrounds related to the subject, having management positions and executive experience in the field of e-commerce were among the criteria for selecting the top list of experts. The sampling method was non-probability sampling with purposeful selection with maximum diversity or heterogeneity. The sample size in this study was 17 persons based on theoretical saturation index. The interview instrument was open-ended and analyzed based on three stages of open coding, axial and selective coding. Based on the data analysis, 84 primary concepts, 20 main categories and 5 core concepts were identified. Then, five theoretical theories were proposed based on the paradigm model of the Foundation Data Theory for e-commerce modeling in sport service marketing. From these results it can be deduced that the design of the e-commerce model is not accomplished in the marketing of sporting services by chance but is a purposeful process that is rooted in many features and modes. Manuscript profile
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        323 - A review of research published in the international journal of Islamic Marketing
        Shahnaz Nayebzadeh fatemeh mohtagali
        purpose: The present study was conducted with the aim of reviewing the research published in the field of Islamic marketing in one of the most popular international journals in this field with the concern of improving the insight of researchers interested in this issue. More
        purpose: The present study was conducted with the aim of reviewing the research published in the field of Islamic marketing in one of the most popular international journals in this field with the concern of improving the insight of researchers interested in this issue. Method: This research, which is among the descriptive research, reviews the researches indexed in the International Journal of Islamic Marketing. Findings: The most important Iranian authors, frequently used keywords, and active countries in the publication of scientific research results in the form of review, experimental, and editorial articles, along with the journal's calls and the number of articles published during the thirteen years of this journal, were reviewed and presented. Conclusion: The review of the research published in this journal shows the increasing attention of marketing science thinkers to Islamic marketing issues and Muslim consumer behavior and the publication of practical research results in different subject areas facilitates the development path of Islamic marketing, and improves the insight of managers and decision-makers. Manuscript profile
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        324 - The Scientometric of Social Media Marketing Position in International Islamic Research
        Fatemeh Abolhasani targhi Seyyed Hassan Hataminasab Mohammad Soltanifar
        Purpose: With the advent of the new research in the field of social media marketing (SMM) in recent years, this research was conducted with the purpose of examining the capabilities and functions of SMM in Islamic research and understanding the attitude and philosophy o More
        Purpose: With the advent of the new research in the field of social media marketing (SMM) in recent years, this research was conducted with the purpose of examining the capabilities and functions of SMM in Islamic research and understanding the attitude and philosophy of that at the international level toward evaluating and measuring of quantitatively and qualitatively scientific texts and Providing a clear image of the approach and research trends in the field of SMM.Methodology: The main approach used in this scientometric analyze is based on content analysis technique. Therefore, the online content analysis has used to evaluate the co-citation and co-occurrence of 12153 articles in the Web of Science (WOS) database in between 1972 and 2022. Findings: Based on the obtained results, 68% of SMM research has been done in the last 50 years. Also, the finding showed that a very small (76 documents, less than 1%) of researches was either published in sources or conducted in Islamic countries. The contribution of Iranian researcher has been only one work.Conclusion: Due to the identified gap in research, it is necessary to support the issue of SMM in international research and develop the attempt of Iranian researchers in the international fields. On the other hand, the development and promotion of international scientific publishers with Islamic nature and it is emphasize that these publications pay more attention to SMM. Manuscript profile
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        325 - Designing and Developing a Model of Halal Tourism Destination Love with a Sustainable Development Approach
        Abas Fallah Nezhad Mohammad Ali Abdolvand Kambiz Heidarzadeh Hanzaee Mohsen Khounsiavash
        Purpose: Today, branding for tourist destinations and attracting the attention and creating the love and interest of tourists for these destinations is considered a strategy for tourist destinations, which plays a vital role in the performance of destination management, More
        Purpose: Today, branding for tourist destinations and attracting the attention and creating the love and interest of tourists for these destinations is considered a strategy for tourist destinations, which plays a vital role in the performance of destination management, to expand the tourism opportunities, to differentiate destinations from competitors, and finally, to achieve a competitive advantage. Therefore, establishing a strong emotional link between tourists and tourist destinations can be very effective in attracting more tourists, increasing income, and sustainable development as a result of tourism industry. Destination love is a phenomenon experienced by a group of satisfied visitors who later become loyal tourists, thereby reducing several costs. Since the importance of this construct has today increased as an emerging issue for academics and professionals, the purpose of this review article is to draw a clear and comprehensive picture of the phenomenon of destination love and also to present a model of Halal tourism destination love with a sustainable development approach.Methodology: In this research, meta-synthesis and thematic content analysis have been used for the comparative and bibliographic study of love literature in the field of tourism and hospitality with a systematic review approach.Findings: After studying 68 valid scientific articles in this field and examining their antecedents and consequences, it can be seen that destination satisfaction, destination experience, destination image, destination loyalty, revisiting intention, and word of mouth (WOM) are the most common variables, which describe the benefits of destination love for tourism destinations.Conclusion: This scientific review attempts to provide an interdisciplinary platform for research on destination love. It also provides this opportunity for academics, professionals, and managers active in the field of tourism and halal hospitality to study and get to know this construct and management concepts in this field in order to become aware of the required actions and trends to improve the destination love for the field of tourism and halal hospitality. Manuscript profile
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        326 - Examining e-commerce opportunities in Metaverse
        jebreil marzi alamdari mohammad hasan haddadi Ahad shahabadyan
        The purpose of this research is to investigate the opportunities of electronic commerce in Metaverse. which is considered fundamental in terms of purpose. The method used in this research is a mixed exploratory research method with an emphasis on qualitative data. The s More
        The purpose of this research is to investigate the opportunities of electronic commerce in Metaverse. which is considered fundamental in terms of purpose. The method used in this research is a mixed exploratory research method with an emphasis on qualitative data. The statistical population of the research includes domestic and foreign articles related to the opportunities of Metaverse in the field of e-commerce. The sampling method of the present research is of a targeted type and includes the selection of 50 articles with 62 codes and with the topic of examining the opportunities of Metaverse in the field of electronic commerce. According to the question and purpose of the research, the most appropriate research plan is metacombination. The condition of metacombination approach is the systematic review of literature in order to identify the factors related to the purpose of the research. In this research, in the steps of implementing this method, a systematic literature review was conducted by searching in reliable databases and journals and combining the research literature. The results of the research showed that Metaverse is an opportunity in the development of e-commerce. Manuscript profile
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        327 - Examining the components of Islamic marketing based on the product dimension in electronic businesses from the customer's point of view
        Alireza Kasraiyan Ahamd Rahchamani Mohammad Bagher Pournajafzadeh Ardakani
        Islam is one of the world’s most prominent religions and its prohibitions and etiquette rules are well-defined. Regarding ethical behavior, teachings in business and their applications, Islamic marketing presents an aspect of Islamic business thinking that has bee More
        Islam is one of the world’s most prominent religions and its prohibitions and etiquette rules are well-defined. Regarding ethical behavior, teachings in business and their applications, Islamic marketing presents an aspect of Islamic business thinking that has been neglected for a long time. Its purpose is to provide a framework for understanding the Ethical code of Islamic marketing and to provide practical perspectives for companies, their leaders, and their employees to unite under these codes. Purpose: This study aims to discover ethical code and describe the components of Islamic marketing based on the product dimension at the level of electronic buying and selling from the perspective of the customer. Methodology: This research is applied in terms of orientation, and mixed exploratory research in terms of method (research design). In order to confirm the findings of the study, the data was examined and evaluated, and 31 components gained using behavioral marketing software at the level of electronic enterprises were discovered and presented from the perspective of the customer. Discussion and conclusion: Several Opportunities exist in Islamic markets. They will not only adapt to the effects of technology and other factors affecting raw materials and manufacturing and supply processes for products manufactured for Islamic markets, but they will also direct and generate these effects, thereby setting themselves apart from other businesses. Manuscript profile
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        328 - Creativity in Internal Marketing with Performance Improvement Approach (Case study: Water and Wastewater Company)
        Ebrahim Yazdian Musa Ahmadi Mahmoud Noorayi
        Purpose: The purpose of this research is to provide a conceptual model of creativity in domestic marketing with a performance improvement approach in the water and wastewater industry. Method: The method of analysis of this study was a Structural Interpretative Method More
        Purpose: The purpose of this research is to provide a conceptual model of creativity in domestic marketing with a performance improvement approach in the water and wastewater industry. Method: The method of analysis of this study was a Structural Interpretative Method (ISM). Using this method, the analysis of the proposed model was performed. Findings: The results show that the variables of the comprehensive motivational system, the economic attitude towards the water industry, the comprehensive human capital system, the system of competence in appointments, prospects, and the formulation of strategy and process management in the hybrid region. Impact-dependency strength diagram An analytical method has been used to show that the variables in this area have a penetration power and a high degree of dependence. Ultimately, these dimensions are considered as key variables, or the key dimensions of internal marketing, and they have been particularly important for the implementation of internal marketing in the water and wastewater industry. Manuscript profile
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        329 - Providing a Framework to Identify the Drivers Influencing the Future of Innovative Marketing in the Banking Industry with a Focus on Blockchain Technology
        Majid Ahmadi Alireza Rousta Mohammad Hassan Maleki Farzad Asayesh
        Objective: The purpose of the current research is to Providing a framework to identify the drivers influencing the future of innovative marketing in the banking industry with a focus on blockchain technology. Method: The current research is applied in terms of direction More
        Objective: The purpose of the current research is to Providing a framework to identify the drivers influencing the future of innovative marketing in the banking industry with a focus on blockchain technology. Method: The current research is applied in terms of direction and has a mixed methodology due to the use of qualitative and quantitative methods together. The theoretical population of the research was experts in banking marketing and digital financial technologies, and the sampling method was done in a judgmental method. The sample size in this study was equal to 15 people. For data analysis, meta-synthesis, Binominal test and developed Copras were used. The tool of data collection in this research was the questionnaires of expert assessment and priority assessment of Copras. Results: 47 drivers were extracted from the meta-synthesis and these drivers were classified into nine cultural, legal, technological, structural and process, fintech, environmental, customer, security and awareness and information drivers. After the theoretical and statistical screening, 12 drivers were considered for prioritization with the Copras. The remaining drivers were evaluated using the Copras technique and three criteria of importance intensity, degree of certainty and expertise of experts. The results showed that the drivers of marketing researchers' interest in digital financial technologies and blockchain and the development of decentralized banking have the highest priority in terms of influencing the future of innovative marketing in the banking industry with a focus on blockchain technology.Conclusion: Marketing research and financial technology, especially interdisciplinary studies, adjustment and compatibility of marketing methods and strategies in various fields with blockchain technology, investment in fintechs and regulatory improvement and reforming some laws and systems such as reforming the fee and wallet systems, were among the most important practical proposals of the research. Manuscript profile
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        330 - Conceptualizing University Entrepreneurial Marketing by quantitative approach
        Mostafa Khazai Kohpar Mohamad javad Taghipourian Razie Alikhani Davood Kiakojori
        Context: The ultimate business goal of higher education institutions should be the satisfaction of external customers (students, employers, the community, etc.) and internal customers (education and administrative staff) as a guarantee of the sustainability of an ever-c More
        Context: The ultimate business goal of higher education institutions should be the satisfaction of external customers (students, employers, the community, etc.) and internal customers (education and administrative staff) as a guarantee of the sustainability of an ever-changing marketplace. Educational Services Marketing Approach Using marketing strategies at the academic institute level will lead to the identification of education consumers and satisfy the needs of these customers and will increase their market share in the future. Purpose: The purpose of this study was to identify the dimensions and indicators of university entrepreneurial marketing concept in Islamic Azad University of Iran. Method: The research method was qualitative. In order to collect data, in-depth interviews were conducted with 13 managers and heads of Islamic Azad University units. Results: The results of the interviews showed that the dimensions of university entrepreneurial marketing consist of 23 dimensions of "necessity", "facilitators", "academic infrastructure", "academic processes", "attitude towards university", "educational market recognition", "Benchmarking", "Customer orientation", "Quality of Service", "Innovation", "Risk Management", "Teacher Characteristics", "Opportunity orientation", "Networking", "Employee Competency", "Tuition", "Facilities", "Advertising", "Research Activities", "Conferences", "Online Services", "University Physical Evidence", "Access to University". Implication: Thus the reality is that the dimensions and characteristics of university entrepreneurial marketing are different from those of entrepreneurial marketing in other businesses, and higher education managers can benefit from the comprehensive results of this research to increase market share and create competitive advantage. Manuscript profile
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        331 - The Role of Marketing Innovation and Creative Advertising in Customer Purchase intention of Digikala Company
        Alireza Rousta
        AbstractBackground and purpose: An important factor in strategic marketing and advertising situations is a correct understanding of how consumers make decisions. Customer buying intent is also part of consumers' cognitive behaviors that show the way a consumer is expect More
        AbstractBackground and purpose: An important factor in strategic marketing and advertising situations is a correct understanding of how consumers make decisions. Customer buying intent is also part of consumers' cognitive behaviors that show the way a consumer is expected to buy a particular brand. The purpose of this study was to evaluate the role of marketing innovation and creative advertising in the intention of customers to buy in Digi Kala Company in Tehran.Method: The research method is applied in terms of purpose and descriptive correlation according to the data collection method. The statistical population of the study is all customers of Digi Kala Company. Using Cochran's formula, 384 people were selected as a sample and 400 questionnaires were distributed non-randomly through available sampling, thus a questionnaire was prepared and at the beginning, a question was asked whether you have ever made a purchase from Digi Kala Company or not? Those who answered positively completed the questionnaire through Porsline and 393 questionnaires were collected.The reliability of the questionnaire was evaluated by calculating Cronbach's alpha coefficient which was 0.818. The data were also measured by structural equation modeling and Smart PLS software.Findings: The results showed that creative marketing and creative advertising play a role in the intention to buy and the effect of brand awareness and trust on the intention to buy has been shown and the impact of privacy concerns on empathy is also expressed, and the online shopping experience has played a role in trust. Finally, the effect of the role of emotional value on brand awareness as well as the intention to express empathy on the intention to buy was not confirmed.Conclusion: From the customers' point of view, the most influential factor on the purchase intention is the trust variable with the statistic of 9.876 and the least effective factor on brand awareness is the emotional value variable with a statistic of 1.207. Manuscript profile
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        332 - The Effect of the Rate of Sensing and Responding to the Technological Changes on Business Opportunity of Corporates
        Saeid Mortazavi Alireza Amini
        Purpose: This paper intended to study the relationships between the effects of the rate of sensing and responding to the technological changes on business opportunity of a corporates.  Methodology: A descriptive research was used to investigate the relationship bet More
        Purpose: This paper intended to study the relationships between the effects of the rate of sensing and responding to the technological changes on business opportunity of a corporates.  Methodology: A descriptive research was used to investigate the relationship between variables under study. To collect data, a questionnaire (α= 0.821) was distributed among some 160 venders of products of SAMSUNG brand in Mashhad city. The structural equation modeling using maximum likelihood estimation was applied to test the hypotheses. Findings: The results revealed that marketing strategies of corporate and responding to technological changes had directly positive effect on business position of SAMSUNG Co. while marketing strategies plays a mediatory role on the relation between sensing to technological changes and SAMSUNG business position. Result: Sensing to technological changes and appropriate responding to it provides corporate’s  prosperity in their business.  Manuscript profile
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        333 - Creation and empowerment of Islamic Azad University graduates in employment
        R. Fani Khiavi A. Moallemi Khiavi
        Background: Basically, the evolution of human societies is evaluated based on development of work and production. Modern societies inevitably need to trained, competent, professional and efficient people as most important dynamic facts due to overwhelming expansion of s More
        Background: Basically, the evolution of human societies is evaluated based on development of work and production. Modern societies inevitably need to trained, competent, professional and efficient people as most important dynamic facts due to overwhelming expansion of social, economical and productive activities. Objective: The goal of the study was find out the employment situation and identifying of creativity level among graduated students of Islamic Azad University of Meshkin Shahr city which have not been studied yet. Method: The study population was Graduated students of Meshkin Shahr Islamic Azad university (700 = N). The sample size or n was determined 120 using Cochran statistics. Sampling was done using simple random sampling. A questionnaire was used to collect the field data. Data processing and calculation of this research was conducted using “Spss for win” software. Results: Results revealed that very limited numbers of subjects (6.21 percent) are employed full time, 7.14 percent are part-time employed, 48 percent of people remain unemployed, 7.12% are undergraduate students and 9.2 per cent people are engaged in military service. Conclusion: Employees’ job ability are affected by academic experiences such as collecting, organizing and analyzing of the data, familiarity by means of production and dissemination of knowledge, ability to plan and organize personal activities, or cultural understanding, usability of technology, utilization capacity of foreign language, a positive sense of discipline and a positive orientation towards the local ability to think, ability to communicate, problem solving ability, critical thinking ability and the ability of group work.     Manuscript profile
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        334 - Conceptualization and Design of a Digital Content Marketing Model Using Structural Equation Approach
        Kamran Feizi Hormoz Mehrani Hossein Vazifehdust Ehsan Sadeh
        Conceptualization and Design of a Digital Content Marketing Model Using Structural Equation Approach Abstract Content marketing refers to the importance of valuable and relevant content in the marketing process. On the other hand, the growth and development of media More
        Conceptualization and Design of a Digital Content Marketing Model Using Structural Equation Approach Abstract Content marketing refers to the importance of valuable and relevant content in the marketing process. On the other hand, the growth and development of media and digital tools and the growing trend of their use have doubled the importance of paying attention to digital marketing tools and caused the emergence of a new topic called digital content marketing. The research presented the fit of the digital content marketing model to the economic, social, political, and cultural conditions of Iran. This research is practical in terms of purpose, and the researcher has used a quantitative method. The sampling method was a simple random method, according to Cochran's formula. The sample included 384 users of Digikala's Instagram page, which initially defined hypotheses and collected the necessary information through a 5-point Likert questionnaire. To measure the results of the research, the method of measuring structural validity and the method of modeling structural equations were used to test the hypotheses of the research, and with the help of SmartPLS.3 software, factor analysis of the dimensions of the research was also performed. After conducting the necessary analysis, it was found that there is a significant relationship between the variables discovered in the digital content marketing model, and the existing assumptions were confirmed. This result shows that the obtained model can be used in digital content marketing. Manuscript profile
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        335 - Factors Affecting the Promotion of Small Rural Food Industry Marketing in Tehran
        Masoumeh Arfaee Seyed Mehdi Mirdamadi Seyed Jamal Farajollah Hosseini
        Manuscript profile
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        336 - Studying Effect of Social Factors on Marketing Management among Livestock Product Industry from Managers and Experts Viewpoint
        Masoumeh Arfaee Sara Rezaei
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        337 - Developing a model for Permission Marketing with an emphasis on Privacy: Service companies in the agriculture (sector of Guilan province)
        Zahra Mohammadzadeh Emamverdikhan Alireza Farokhbakht Fumani Rahmatali Saberi Haghayegh
        Manuscript profile
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        338 - Permission marketing and Privacy Concerns: A case study of online service customers of companies in the agricultural sector of Rasht city
        Zahra Mohammadzadeh Emamverdikhan Alireza Farokhbakht Foumani Rahmat Ali Saberi Haghaegh
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        339 - Studying Social-Economic Factors on Marketing Fruit Packaging s from Viewpoint of Experts Tehran Municipality Fruit and Vegetable Market Organization
        Azita Zand Mohammad Mohammadi Masoumeh Arfaee Mansour Hatami
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        340 - Identifying possible and superior marketing strategies of Arad Rastin Adib Dana Company and testing the effectiveness of superior strategies on its profitability based on the Quantitative Strategic Planning Matrix (QSPM) approach
        Mohammad Hossein Aghaeipour Noei somayeh shokravi Reza Khoshsima
        The purpose of this research is to identify possible and superior marketing strategies of Arad Rastin Adib Dana Company and to test the effect of superior strategies on its profitability based on the Quantitative Strategic Planning Matrix (QSPM) approach. For this purpo More
        The purpose of this research is to identify possible and superior marketing strategies of Arad Rastin Adib Dana Company and to test the effect of superior strategies on its profitability based on the Quantitative Strategic Planning Matrix (QSPM) approach. For this purpose, the SWOT matrix of internal and external factors related to the process of formulating marketing strategies of Arad Rastin Adib Dana Company was prepared. Based on the obtained scores, it was determined that the strengths of this company have gained more total scores than the weaknesses. Also, the evaluation of the matrix of external factors showed that the total scores of the factors related to the opportunities of Arad Rastin Adib Dana Company were higher than the total scores of its threats. Finally, based on the matrix of internal and external factors, the superior marketing strategies of Arad Rastin Adib Dana company with an aggressive nature and the growth and development of sales activity for this company have been identified and based on Walker et al.'s model (2003) in the form of 4 types of market penetration strategies, Market development, product development and diversification were arranged and suggested. The results of the analysis of the QSPM approach confirmed and emphasized the use of internal capacities for internal development instead of the integration strategy (competitor purchase). In the second part of this research, the results of the hypothesis test also showed that the strategies resulting from the SWOT analysis and the QSPM approach have a significant effect on the profitability of Arad Rastin Adib Dana Company. Manuscript profile
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        341 - Identifying the effect of marketing mix 4C's on customers satisfaction of life insurance (Case study: Pasargad insurance offices in Tehran)
        Mohammad reza babaei Reza Mostakhtemi Sima Esmaili
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        342 - Analysis and investigate the component affecting the improvement of apple marketing in West Azerbaijan province
        Kaziveh Chalabi soleiman rasouliazar Loghman Rashiedpour
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        343 - Explanation Green Consumer Willingness through Three Component Attitude Model during COVID-19 Pandemic
        Maryam Ooshaksaraie Hamid Joudi Kolouzan
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        344 - The Effective Management and Professional Factors on Farmers Satisfaction of Agricultural Engineering Services Companies (With the Service Marketing Approach)
        Mojtaba Ziaeemehr Fatemeh Panahi Shaghaeigh Kheiri
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        345 - Exploring the Perspective of the Managers in Cairo Municipality Management of Fruit and Vegetable Organization concerning Organic Products Marketing
        Hassen Noureddine Benfetta Bouayed Sarra A. Zaky
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        346 - Identify the components of meaningful marketing hierarchy
        Mahsan Hajirasouliha Bahram Kheiri Mandan Momeni
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        347 - Content analysis of food industries marketing by focus on new trends
        Sara Rezaei
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        348 - The impact of internet marketing on the export development for Agricultural Products in Food Companies
        Mitra Tavassoli Abdullah Naami
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        349 - Marketing, organizational innovation in Landscape Sector of Municipality
        Abdol-Rashed Na’Alah
        Manuscript profile
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        350 - Investigating the Sports Health Marketing Strategic Plan in the Handball Federation based on the SWOT Model
        Mohammad Eskandari Nematullah Nemati Tahereh Bagherpour
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        351 - Providing a model for the performance of tourist hotels based on market orientation: the mediating role of strategic marketing plans (case study: Isfahan tourist hotels)
        امیر گندمکار علی لوافان مریم اشتر
        10.30495/qrm.2023.705351
        AbstractIn the tourism industry, which has its own complexities, lack of planning cannot have a place; Because this industry is knowledge-based, scientific and program-oriented, and having a strategic plan in the marketing of this industry, especially hotel industry, sa More
        AbstractIn the tourism industry, which has its own complexities, lack of planning cannot have a place; Because this industry is knowledge-based, scientific and program-oriented, and having a strategic plan in the marketing of this industry, especially hotel industry, satisfies the market demand. This research was conducted with the aim of "investigating the impact of market orientation on the financial performance of tourist hotels in Isfahan according to the mediating role of the meaningfulness of marketing plans and the novelty of marketing plans"; In terms of the method, it is a descriptive-survey of the correlation type with an applied nature and cross-sectional in terms of time. The statistical population of this research includes all the tourist hotels in Isfahan, which was selected as a statistical sample using the census method of 110 hotels. The measuring tool of the research was two standard questionnaires from reliable sources for the variables of market orientation, financial performance, meaningfulness and novelty of marketing programs, which was calculated to measure the validity of the questionnaires using the form and content method and to determine its reliability, Cronbach's alpha was calculated. Its value was estimated as 0.910. Data analysis was done using Spss26 and Amos24 software. The Kolmogorov-Smirnov test was used to check the normality of the data, and the structural equation method was used to test the hypotheses. The results of the research showed that in Isfahan tourist hotels, market orientation (customer orientation, competitor orientation, and functional integration) has an effect on hotel performance with the mediating role of strategic marketing plans. It was also determined by Baron and Kenny's method that the meaningfulness and novelty of marketing programs have an incomplete mediating role in the relationship between market orientation and hotel performance. Manuscript profile
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        352 - Assessing Organizational Marketing and Promotional Strategies Case study the cable industry in Iran
        محمدرضا نوری کامیار کاوش بابک حاجی کریمی
        10.30495/qrm.2023.705352
        AbstractThe purpose of this research is to evaluate the organizational marketing and promotion strategies in the wire and cable industry in Delphi. For this purpose, a total of 10 trade experts in the industry consisting of 8 people, the owner, CEO, board of directors, More
        AbstractThe purpose of this research is to evaluate the organizational marketing and promotion strategies in the wire and cable industry in Delphi. For this purpose, a total of 10 trade experts in the industry consisting of 8 people, the owner, CEO, board of directors, deputy director, marketing and sales director, wire and cable manufacturers in Zanjan province and 2 university professors, held numerous meetings In the first stage of the Delphi method, their expert opinions on the topic of the research were collected in general. After analyzing the topics of the first session, the themes were compared with books and articles and marketing theories, and a questionnaire was finally prepared. In the second stage, using the questionnaire, experts' opinions were re-collected. Statistical tests, fuzzy hierarchy ranking, structural analysis with futuristic perspective, and factor analysis and structural model analysis of the structural equation model were used for data analysis. The findings of this study showed that in the wired and cable industry in Iran, marketing strategy and product diversification are the highest priority selection and personal marketing strategy, multimedia marketing and direct marketing have a significant effect on organizational marketing. According to the findings of this research, it is suggested that the marketing managers of the cable manufacturing and distribution industry, according to the environmental conditions, design and develop appropriate marketing strategies and, according to the chosen strategy, use the promotion appropriate to it. Manuscript profile
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        353 - Identifying the consequences of implementing marketing excellence
        جمال قادری نسب حسن اسماعیلپور منصوره علیقلی داریوش غلامزاده
        10.30495/qrm.2023.705438
        AbstractThe current research was conducted with the aim of identifying the consequences of implementing marketing excellence in the aviation industry. The research method was mixed and conducted in the qualitative phase based on the grounded theory method. The research More
        AbstractThe current research was conducted with the aim of identifying the consequences of implementing marketing excellence in the aviation industry. The research method was mixed and conducted in the qualitative phase based on the grounded theory method. The research community in the qualitative phase consists of aviation industry experts. The tool for collecting information in the qualitative phase is in-depth interview and interview protocol. The sampling method in the qualitative stage is purposeful and the sampling continued until reaching theoretical saturation and finally 20 interviews were conducted to analyze the data in the qualitative stage of the theme analysis method including open, axial and selective coding with soft help. MAXqda software is used. The results of the qualitative phase of the research show that marketing excellence consists of value creation components, being a market driver, marketing efficiency, marketing learning, social responsibility and ethical marketing. Causal conditions affecting marketing excellence include marketing knowledge, marketing strategies, internal marketing, relational marketing, integrated marketing, and performance marketing. Interactions include marketing research, target market strategies, positioning and marketing mix, and marketing excellence outcomes including customer-based achievements and financial, social and environmental achievements. The background conditions include the organization's mission, the organization's marketing culture, the organization's structure and marketing infrastructure.e. Manuscript profile
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        354 - Ranking the dimensions of the social security organization's medical tourism marketing model using multi-indicator decision-making methods
        کیومرث سمعی بابک حاجی کریمی محمد مهدی مظفری
        10.30495/qrm.2022.702929
        AbstractToday, due to the increase in medical expenses in developed countries, theprovision of medical tourism services has increased greatly. And the medicaltourism industry is one of the prominent income-generating industries in theworld. This research has been done w More
        AbstractToday, due to the increase in medical expenses in developed countries, theprovision of medical tourism services has increased greatly. And the medicaltourism industry is one of the prominent income-generating industries in theworld. This research has been done with the aim of ranking the dimensions of thesocial security organization's medical tourism marketing mode. The currentapplied research was carried out in the form of a descriptive survey in 2021. Anda tool with 8 main factors was made and with the opinion of 23 experts and withthe help of AHP method by Expert Choice 11 software, the prioritization of factorsaffecting medical tourism was determined. In the present study, 69.6% were menand 30.4% were women, and the average age of the participants was 52.10 ±3.21years. The results showed that the marketing mix factor is the highest priority andthe insurance factor is the lowest priority for medical tourism. The results of thepresent research to the guardians of the field of medical tourism based on theimportance and priority of the dimensions of the medical tourism marketing modeland taking effective measures in that field. It will increase the attraction of medicaltourists and ultimately increase foreign exchange earnings. Manuscript profile
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        355 - investigating marketing knowledge and skills the contrastive study between managers, instructors and marketing students
        amir rahimpour alireza roohbakhsh
        Abstract This paper sets out to identify the knowledge and skills that marketing practitioners need to possess and use, to improve marketing management and firm performance. The present contrastive study tries to investigate marketing skills areas of knowledge of manage More
        Abstract This paper sets out to identify the knowledge and skills that marketing practitioners need to possess and use, to improve marketing management and firm performance. The present contrastive study tries to investigate marketing skills areas of knowledge of managers, instructors and marketing students. Also it answers the following questions: what are the marketing skills and areas of knowledge? And what are the attitudes of above mentioned groups regarding these skills and areas of knowledge and whether there is difference between their attitudes? This study is descriptive and 276 including students, instructors and marketing managers were participated. A questionnaire was developed and the results indicated that these was a significant difference between three groups. Data collected by using ANOVA and Tukey's research questions and analyzed. This study extends previous research by incorporating the views of three stakeholder groups about a broad range of knowledge and skills. The findings indicate the essential skills are an ability and willingness to learn about product-markets, to solve marketing problems, to communicate with internal and external stakeholders, and to work in teams, plus the knowledge of a wide range of marketing subject areas needed to set these skills in context. Keywords: Knowledge areas in marketing, marketing Skills, Education, Marketing management Manuscript profile
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        356 - The Effect of Advertising, Promotion and Interactive Marketing on Social Networks on Customer Response Through Brand Equity in Kanoon Farhangi Amoozesh
        elaheh mohamadi mahid moradi
        10.30495/educ.2023.1934724.2721
        Utilizing the capacities of cyberspace and social networks is one of the topics that has taken a special place in marketing in recent years. The current study aims to investigate the impact of some marketing mixes on social media. This research is applied in terms of pu More
        Utilizing the capacities of cyberspace and social networks is one of the topics that has taken a special place in marketing in recent years. The current study aims to investigate the impact of some marketing mixes on social media. This research is applied in terms of purpose and descriptive-correlation in terms of type and method. In terms of data collection, it was a survey and the data collection tool was a native standard questionnaire. The reliability of the questionnaire was calculated by Cronbach's alpha method and the composite reliability coefficient. Content validity with the help of professors and structural validity of the method of confirmatory factor loading with the help of the community are the target of the research of the users of the services of the Cultural Center of Education and Morgan table was used to determine the sample size. Finally, 405 completed questionnaires were analyzed. In this study, structural equation modeling and Smart PLS 3 software were used to test the hypotheses, reliability and validity of the questionnaire. The research findings show that advertising, promotions and interactive marketing of social networks have a positive effect on brand equity and customer response. Brand equity also affects customer response. The research findings confirm the mediating effect of brand equity. Manuscript profile
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        357 - Advertising Keyword Suggestion Using Relevance-Based Language Models from Wikipedia Rich Articles
        Amir H. Jadidinejad Fariborz Mahmoudi
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        358 - A Knowledge Management Approach to Discovering Influential Users in Social Media
        Hosniyeh Safi Arian Mohammad Jafar Tarokh
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        359 - "compilation the export strategies for the industrial clusters of dried fruits with an emphasis on raisin product"
        Sohrab Rahmani Hassan Esmailpour Abdallah Naami
        This research aims at determining the export strategies of production management, processing and madried fruits export clusters with a focus on raisin production. Thererketing of fore, a strategic factors analysis approach was used to identify the strengths, weaknesses, More
        This research aims at determining the export strategies of production management, processing and madried fruits export clusters with a focus on raisin production. Thererketing of fore, a strategic factors analysis approach was used to identify the strengths, weaknesses, opportunities and threats of the raisin market in the manufacturing and processing sector in the form of a marketing mix. The data needed was collected by conducting interviews with 10 experts of the Ministry of Commerce, Chamber of Commerce, Ministry of Agriculture and Exporters of Raisins. The specialized questionnaires were completed by managers and experts of the companies producing and exporting raisins in Qazvin and Tehran. According to the results of the internal factors matrix, in the mix of processing, product, physical evidence and position, strengths overcome weaknesses, and the results of the external factors matrix indicated that opportunities overcome threats. The results obtained from the matrix approach to status quo analysis suggested the diversity and competitiveness of marketing mix strategies. Thus, quality promotion of derivative products, the periodic use of areas of grape cultivation and raisin processing are recommended for maintenance and improvement of the soil, the emphasis on farm productivity and the development of conversion and complementary industries in the major areas of grape cultivation... Manuscript profile
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        360 - An investigation of the connection between innovation culture and market performance considering product innovation and marketing
        somayeh safaei anaraki Mohamadreza Dalvi
        Innovation is becoming a key component of policy making which is the motive of new economy and also converts the ideas and knowledge into products and services. The concept of innovation in marketing enables us to identify the customers’ demands along with the cha More
        Innovation is becoming a key component of policy making which is the motive of new economy and also converts the ideas and knowledge into products and services. The concept of innovation in marketing enables us to identify the customers’ demands along with the changes of technology and meet their needs. In terms of data collection, this research is study of the relationship between innovation culture and market performance by considering prouduct innovation and marketingand a survey descriptive one of field type, and in terms of purpose, it is an applied one. In terms of the relationship between the variables, this research is a correlation one in which library studies and questionnaires are used for data collection. The research population consists of three levels of managers of Pegah dairy industries company of Isfahan and Bazargostar Pegah of district four. Sample size was determined by census. The professors’ opinions were asked to test the validity of the questionnaire. Reliability of the questionnaire was obtained as 93% by Cronbach’s alpha that suggests the high reliability and validity of the questionnaire. The performed studies were statistically analyzed by inferential methods and the hypotheses were tested by SPSS 22 software and all hypotheses have been confirmed. It is suggested for the companies to strengthen their performance through supporting creativities, innovations, and marketing innovation in forming the products and services, new processes, and new markets. Also, the thought “we are the best” should changed to the thought “we should always remain the best”. Manuscript profile
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        361 - Survey and ranking of barriers and limitations of green marketing in the use of herbal medicines
        hossein norouzi Gholamreza Jandaghi Mahdieh Nahidi
        Green marketing is one of the key issues being implemented around the world in the last decade, especially in developed countries. Whereas, this type of marketing in developing countries, faces obstacles. Herbal medicines are not exception to this rule and the medicine' More
        Green marketing is one of the key issues being implemented around the world in the last decade, especially in developed countries. Whereas, this type of marketing in developing countries, faces obstacles. Herbal medicines are not exception to this rule and the medicine's marketing is one of the troubles of marketers. Thus the purpose of this research is to study and classify the barriers and impediments of green marketing on the usage of herbal medicine. The people in the study has composed from the doctors of traditional medicine, grocery and experts in herbal medicine in Qom province. 66 questions were reviewed with expert teachers in the fields of cultivation, production and marketing of medicinal plants, Finally by using Cronbach alpha coefficient (upper than0/9) and T-test and Friedman ranking in SPSS software, we found that organizational barriers are more important than social and governmental barriers. Along the organization aspects, producer's motivation has the highest rank, after that the high production cost and the lack of specialists is the second and third for many and similar competitors, and the lack of equipment is the forth. Manuscript profile
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        362 - Brain response to taste in faced brands of nutrition products
        mona danehvash mahdi fadaei danial saer samiei
        Nowadays, a large amount of the budget paid by manufacturers is spent on product advertising. Recently, researchers have come up with solutions that allow manufacturers to directly analyze consumers' reactions to their products by analyzing brain signals. This technique More
        Nowadays, a large amount of the budget paid by manufacturers is spent on product advertising. Recently, researchers have come up with solutions that allow manufacturers to directly analyze consumers' reactions to their products by analyzing brain signals. This technique is called "neuromarketing". The purpose of the present study was to compare the brain response of consumers to breakfast chocolate in the face of taste and brand. In this study through electroencephalographic equipment in 14 brain regions at the time of tasting breakfast chocolate by 35 subjects in three stages without brand awareness, brand awareness and false brands with correct brands and in each stage there were three brands. Sampling was performed on all frequency bands. The results showed that there was a significant difference between brain activity in regions AF3 and AF4 while tasting chocolate without brand awareness and tasting chocolate with brand awareness. As a result, both taste and brand influence brain activity, but the brand influence was much greater than where the taste of the two brands shifted, leading to erroneous beliefs by the subject. Manuscript profile
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        363 - Providing an electronic marketing model of digital banking in Iran and evaluating the validity of the model with mixed method approach
        Faranak Afshinmehr Hamidreza Saeednia Zahra Alipour Darvish Mansoureh Aligholi
        The aim of the current research is to providig the electronic marketing model in digital banking and validate the model, which was implemented with a qualitative-quantitative mixed exploratory method. The goal is developmental in the qualitative part and practical in th More
        The aim of the current research is to providig the electronic marketing model in digital banking and validate the model, which was implemented with a qualitative-quantitative mixed exploratory method. The goal is developmental in the qualitative part and practical in the quantitative part. In the qualitative section, after reviewing previous studies, semi-structured interviews were conducted with experts in the banking and marketing industry until reaching the theoretical saturation stage in the number of 12 interviews. The statistical population of this section was selected by purposeful Using the grounded theory method, the interviews were coded and categorized, as a result of which 264 open codes, 32 central codes, and 10 selective codes were obtained, and finally, the conceptual model of the research was proposed; Therefore, the researcher-made questionnaire based on the proposed model including 32 questions was given to 384 bank customers who were selected by a multi-stage cluster sampling method.Data analysis was done with SPSS and Lisrel software, using structural equation modeling technique. Based on the results, the reliability and validity of the questionnaire were confirmed. The findings showed that there is a significant relationship between the causal category, the bases, the central category, strategies and consequences with each other and with the components. Manuscript profile
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        364 - Social Media and Communicative Marketing Strategies in Modern Banking
        Majid Heidari Ali Delavar Seyyed Abdollah Sadjadi Ali Akbar Farhangi Kamran Mohamadkhani
        In modern banking, banks and financial institutes can be professional users of social media to conduct marketing, provide customer services and information since using social media is a crucial factor to success for banks. On the other hand, this research has been dedic More
        In modern banking, banks and financial institutes can be professional users of social media to conduct marketing, provide customer services and information since using social media is a crucial factor to success for banks. On the other hand, this research has been dedicated to the role of media in communicative marketing strategies with the focus on factors effective on social media in those strategies. This research is a survey-descriptive research and methodology is a correlative one. To gather information from professionals, professors and experts of banking, questionnaires were filled by 210 top and middle managers of Bank Tejarat. Significance level of all variables was approved by Kolmogorov- Smirnov test and by using Spearman correlation test, hypotheses of research were verified. The findings of the research revealed that all variables of the research have accepted significant level and the mean rankings of variables show significant difference. Increasing legislative barriers, customer acceptance and social culture determine applying the social media. The four variables of the research have significant difference and they don’t have the same rankings. Rankings are: Customer acceptance (2.93), Infrastructure (2.90), Social culture (2.53) and legislative barriers (1.64). Also the mean of variables according to age and gender, unlike education, shows significant difference. Manuscript profile
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        365 - Identifying and Prioritizing the Factors Affecting Dynamic Marketing Capacity with Hierarchical Approach
        Mahmod Mohammadian Sara Eftekhar Pour
        Marketing capabilities are integrated and coherent processes designed to apply collective skills, knowledge and resources of the company, which identify the needs of the market and improve the value of the company's goods and services. The company, with the help of thes More
        Marketing capabilities are integrated and coherent processes designed to apply collective skills, knowledge and resources of the company, which identify the needs of the market and improve the value of the company's goods and services. The company, with the help of these capabilities, is able to adapt itself to changing market conditions. And use market opportunities to deal with competitive threats. The purpose of this research is to identify and prioritize the factors influencing dynamic marketing capability. For this purpose, a sample of 384 managers and experts of Iran Insurance Company is selected using randomly classified sampling. The method used in this research to prioritize criteria is the AHP hierarchical analysis method. Research findings show that components, feelings and perceptions, learning, re-configuring, synchronization and integration have a dynamic effect on dynamic ability, and the criterion of sensation and perception with relative weight of 0.362 is the most influential element in dynamic ability and the component of learning with relative weight 0.227 is in the next priority. Also, the reconfiguration element with a relative weight of 0.218 in the third priority is an integral element with a relative weight of 0.117 in the fourth priority and an element of coordination with a weight of 0.076 in priority fifth. Manuscript profile
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        366 - Application of the Theory of Planned Behavior to examine consumer’s green purchase intention
        Hessam ZandHessami Shima Parvinchi
        Environmentalism dates back to the 1960s and early 1970s with increasing concern about the impacts of consumption and production patterns on the environment considering the health effects and the impact of economic and population growth. During the last decades, due to More
        Environmentalism dates back to the 1960s and early 1970s with increasing concern about the impacts of consumption and production patterns on the environment considering the health effects and the impact of economic and population growth. During the last decades, due to consumer demand, an increase of demand for the green brands has occurred. Thus green marketing as a multidimensional strategic and tactical process has emerged. This study seeks to understand consumers’ green purchase intention and behavior based on the Theory of Planned Behavior (TPB).The sample was randomly selected from consumers who live in Qazvin. A total of 428 questionnaires were completed and used for data analysis. Data analysis, using Lisrel software, indicated that attitude toward environmental issues is the most influential predictor among other variables. Also, according to the findings we can see that subjective norms and attitude toward behavior affect green purchase intention and accordingly intention positively influence green buying behavior. Manuscript profile
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        367 - Dynamic Algorithm Design for Data Mining and Accurate Prediction of Customer Response
        Mehdi Zakipour Sina Nematizadeh MohamdAli Afsharkezemi
        The problem of identifying and anticipating potential customers to be addressed at direct marketing programs has been considered as one of the popular and most important marketers' issue. Marketers who use these approaches are threatened by the severe reaction of those More
        The problem of identifying and anticipating potential customers to be addressed at direct marketing programs has been considered as one of the popular and most important marketers' issue. Marketers who use these approaches are threatened by the severe reaction of those consumers who consider the direct marketing as an attack to their private lives, so it may even be possible to boycott companies that use these methods. Neural networks are known as a powerful tool for prediction, but as previously mentioned, as with other prediction algorithms, they tend to deviate toward imbalanced data. In this research, in order to enhance the ability to identify and predict potential customers by multilayer perceptron networks, using Random under-over sampling methods, which has been used frequently in other articles, we attempted cluster customers and create different combinations of them, and then from the observed results, we finally introduced an innovative and highly efficient method for identifying and rating potential customers. The results indicate that, in addition to the undeniable power of multilayer neural networks in the field of identification and prediction, imbalanced data has greatly damaged the results. In this regard, creating an optimal combination of customer data and implementing the innovative algorithm of the present study significantly improves the results and the performance of artificial neural networks has yielded a reliable consequences. Manuscript profile
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        368 - Analysis of Internal Marketing Criteria's Effect on Knowledge Management Implementation, Emphasis on Knowledge Creation (Case Study: IPCO)
        Abdolreza Miri SeyedMorteza Sadat Eshkevar
        In the presenter a of technology, organizations with the creation of new knowledge will have a greater chance for survival. The reorganizations should greater use the knowledge in the organization, knowledge gained from experience of other organizations and knowledge pr More
        In the presenter a of technology, organizations with the creation of new knowledge will have a greater chance for survival. The reorganizations should greater use the knowledge in the organization, knowledge gained from experience of other organizations and knowledge providing human resources, and ultimately create new knowledge with existing knowledge to cause competitive advantage for them. The study measures the impact of internal marketing variables consist of "Top management support", "Business process support" and "Cross-functional coordination" as independent variables, on the implementation of knowledge management with emphasis on knowledge creation as the dependent variable. The main three variables and total of10sub-variables were considered for internal marketing, and the impact of each one was evaluated on knowledge creation. This research is practical from target view, and descriptive-survival from method view. Statistic society of research select from IPCO.co includes 214 persons that with use of Kokran function distribute and muster 123 questionnaires. Ultimately with use of Pearson correlation test, the correlation coefficient of dependent and independent variables were gained. Analyzing of data show that internal marketing variables have positive and meaningful impacts on implementation of knowledge management with emphasis on knowledge creation. Meanwhile finding of “Analysis of Variance” test shows that descriptive variables of this research have no impact on correlation of dependent and independent variables. Manuscript profile
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        369 - A Comparative Analysis of Customer Relationship Management (CRM) in Three Iranian Banks Based on Swift Approach
        mohsen alvandi mohammad karimi
        Meeting customer satisfaction in current marketing has a critical role in meeting business objectives. In modern banking, virtual delivery channels and the ability to transfer money around at a click of a mouse are making it easier for customers than go to bank in perso More
        Meeting customer satisfaction in current marketing has a critical role in meeting business objectives. In modern banking, virtual delivery channels and the ability to transfer money around at a click of a mouse are making it easier for customers than go to bank in person. So, it is necessary to develop and maintain an integrated communication system encompassing long- term relationships with customers. This study aims to investigate how CRM is implemented in Iranian banks (Mellat bank, Persian bank, Agri bank).It also describes the definition and benefits of CRM, processes, technology and structure. The results based on Swift approach revealed that banks are completely familiar with the term CRM. They have implemented CRM processes which are considered necessary for a customer integrated organization. The studied banks have CRM Department, with different Configurations in their organizational structure. Persian bank, having the most flexible structure uses more advanced CRM technology than the others in maintaining relations with customers. Manuscript profile
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        370 - Investigation intention of entrepreneurial marketing focusing on the effects of the post-modern environment
        Behroz Qasemi Sode Alizade
        The intent and behavior of entrepreneurial marketing is influenced by the environment around them, but in most entrepreneurial studies that are cognitive-based, the role of the environmental factor is neglected. In this study, the aim of the study was to examine the dir More
        The intent and behavior of entrepreneurial marketing is influenced by the environment around them, but in most entrepreneurial studies that are cognitive-based, the role of the environmental factor is neglected. In this study, the aim of the study was to examine the direct, indirect and modifying effects of the institutional environment on entrepreneurial marketing intent, based on North economics institutional theory and the theory of planned behaviors, an entrepreneurial marketing cognitive model. Descriptive-correlational research was conducted. Data were collected by a questionnaire from a sample of 400 entrepreneurship management students from Tehran's public universities. The content validity of the questionnaire was reviewed and verified by a team of experts. Validity and reliability of the structures were also measured by model estimation. The results showed that entrepreneurial attitude and perceived behavior control with entrepreneurial marketing intention have a positive and meaningful relationship. Also, the results showed that the institutional environment is indirectly related to the entrepreneurial intention of entrepreneurship and control of perceived behavior with the intention of entrepreneurial marketing. These findings suggest that policymakers and decision-makers should more than once focus on creating the right conditions for entrepreneurship in the country and try to address the pressures and environmental barriers facing potential entrepreneurs. Manuscript profile
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        371 - An Evaluation of the Effective Factors on Relational Marketing in Mature Relationships between Buyer - Seller in Bahman Diesel Company
        seyed kamran noorbakhsh bahram kheiri leila pashang
        The purpose of this research is to evaluate the effective factors on Relational Marketing in Mature Relationships between Buyer-Seller. Transaction versus relationship has been considered as a very important topic for research. In this research, Marketing Strategies are More
        The purpose of this research is to evaluate the effective factors on Relational Marketing in Mature Relationships between Buyer-Seller. Transaction versus relationship has been considered as a very important topic for research. In this research, Marketing Strategies are evaluated from two perspectives. The first view is marketing mix management (transactional marketing). Transactional marketing is defined as a short term view, which focuses exclusively on current transactions. The second view is relational marketing which concentrates on the key accounts and emphasizes long term view. The current research an applied one which utilizes a descriptive method. We employed a census method for selecting the statistical society (sellers and key accounts). SPSS Software was used for testing hypothesis through Regression analysis for surveying effect of independent variable on dependent variable. Results indicate that the three factors- Seller's relational assets, Dissatisfaction, social/ Personal bonds- have significant effects on seller – buyer's relational orientation. Similarly, to buyers, the above factors- buyer's relational assets, lack of innovation- posed significant effects on seller – buyer's relational orientation. Manuscript profile
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        372 - Effects of relationship marketing bonds on Customer satisfaction and share of customer in banking industry
        Gholam Reza Ahmadi Samad Aali
          The purpose of this study is to investigate the effects of relationship marketing bonds, including financial, social and structural bonds on customer satisfaction and share of customer in the banking industry. Agriculture Bank was chosen as case study population More
          The purpose of this study is to investigate the effects of relationship marketing bonds, including financial, social and structural bonds on customer satisfaction and share of customer in the banking industry. Agriculture Bank was chosen as case study population and 389 customers from 12 branches of Agriculture Bank of Tabriz city were chosen as statistical sample of the research and Samples were selected using simple random sampling. this research is causal research in terms of the method and data with questionnaires was analyzed through Partial Least Squares Structural Equation Modeling (SEM-PLS). In SEM at first we examined the measurement, structural and overall fitness then we tested the Hypothesis. The results of the study revealed that there is a significant relationship between relationship marketing bonds ( Social, financial and structural bonds ) and customer satisfaction. Social, financial and structural bonds, respectively had the highest effects on customer satisfaction. Also there was a significant positive relationship between customer satisfaction and customer share Manuscript profile
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        373 - The Relation of Competitive Intelligence and Strategic Marketing Relationship with Karafarin Bank Customers’ Loyalty
        Bahman Ghiaszadeh Saeed Safarian Hamedani Fatemeh Taheri Fatemeh Taheri
        This study examines the relationship between competitive intelligence and strategic relationship marketing with Karafarin Bank customers’ loyalty. The study method in the terms of functional goals and descriptive nature is based on correlational study methods. The More
        This study examines the relationship between competitive intelligence and strategic relationship marketing with Karafarin Bank customers’ loyalty. The study method in the terms of functional goals and descriptive nature is based on correlational study methods. The statical population of recent study is consisted of all customers who use the services of Karafarin Bank in Tehran. The sample size was 384 using the formula of unlimited population Based on random cluster sampling method. The data were collected by questionnaires based on desk and field research methods. The questionnaires’ Content validity were approved by the thesis and consulting advisors and to determine the reliability, Cronbach’s alpha was resulted 0.94 for competitive intelligence ,0.95 for strategic relationship marketing and 0.94 for loyalty. Research data were analyzed with the help of Lisrel software and were evaluated with descriptive, inferential and statistical tests. The study’s results show that the competitive intelligence components including knowledge of market situation, competition and social awareness have a direct and considerable relation with customers’ loyalty while there is not such a relation for technical and tactical components. In addition, the results show a direct relation between being unique, changing brand’s cost, satisfaction, trust, visual communication and feeling pleasure which are all strategic relationship marketing components with customers’ loyalty while emotional satisfaction and privileges are not like that. Manuscript profile
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        374 - The relationship between market orientation and performance with the mediating role of entrepreneurial marketing in small and medium-sized enterprises
        Hosein Norouzi Esmail Esmail Shabani Nejad Rzvan Velayati Shokohi
        The relationship between market orientation and performance with the mediating role of entrepreneurial marketing in small and medium-sized enterprises in Mazandaran Province iran.The main objective of this study was to investigate the relationship between market orienta More
        The relationship between market orientation and performance with the mediating role of entrepreneurial marketing in small and medium-sized enterprises in Mazandaran Province iran.The main objective of this study was to investigate the relationship between market orientation and organizational performance with the mediating role of entrepreneurial marketing.The population consisted of small and medium-sized businesses in Mazandaran province. Based on the limited population formula, at the confidence level of 95%, 160 managers were chosen as the sample.To collect data, standardized questionnaires were used .In order to assess the validity and reliability of the questionnaires, Cronbach's alpha and composite reliability were calculated. Data analysis using SPSS version 19 and LISREL version 8.5 with structural equation modeling showed marketing orientation has a significant positive effect on performance, through which 68 percent of the variance is explained .Also, the mediating effect of entrepreneurial marketing in the relationship between market orientation and performance was confirmed. Manuscript profile
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        375 - The role of social media marketing activities in the development of customer equity
        Mani Arman Mohabbat Javidfar
        Today in competitive environment due customers equity and managing relationships with customer is special important for the growth and development of all businesses. In this regard The companies to attract customers in recent years have turned to social media. with the More
        Today in competitive environment due customers equity and managing relationships with customer is special important for the growth and development of all businesses. In this regard The companies to attract customers in recent years have turned to social media. with the Virtual spaces and expansion of Internet users, many commentators marketing, virtual communities as an opportunity to Recognition products and services have been introduced. Since the Use of the Internet and the media is increasingly every day; In the present study the impact the impact of social media marketing activities on customers equity is examined. The research method is descriptive and data collection was questionnaire. Statistical population of this study included active Internet users on social sites and Statistical sample consists of 384 people also to analyze the data software was SPSS and Amos. the results show that social media marketing activities has a positive impact on customers equity and With these activities, companies can strengthen their relationship with customers. Manuscript profile
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        376 - Study of Factors Affecting on loyalty to the brand
        Hamid Shahbandarzadeh Hamid Shahbandarzadeh Mohammad Hossein Kabgani
        Brand and loyalty to it is an important issue to note is very important. Therefore, in this study is the most important factors that affect customer loyalty to a brand be identified. In the previous studies that have examined the issue of loyalty to the brand and the fa More
        Brand and loyalty to it is an important issue to note is very important. Therefore, in this study is the most important factors that affect customer loyalty to a brand be identified. In the previous studies that have examined the issue of loyalty to the brand and the factors influencing brand loyalty were identified. Then, according to previous research, a conceptual model of the factors affecting loyalty to the brand is focused on satisfaction, trust, brand attitude, commitment, brand identity and quality, advertising, distribution and price as most important factors influencing brand loyalty were identified. Next, a survey of experts in marketing and nonlinear mathematical modeling phase, rank each of these factors were extracted. Based on the results of this study weighs the product quality 0/22 and 0/159 respectively with the consent of the weight of the product, with the main factors affecting the growth and profitability of firms based on loyalty to the brand introduced. Manuscript profile
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        377 - Providing an Optimal Model of Affective Attitude in Customers' Purchasing Decisions in Industrial Markets
        Seyedeh Hanieh Mirkiaei Tamijani Hamidreza Saeednia Zahra Alipour Darvish
        10.22094/joie.2022.1931190.1856
        Manuscript profile
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        378 - Marketing Aspects of the Key Issues of Agricultural Machinery in the Industrial Enterprises
        George Abuselidze Anna Slobodianyk
        10.22094/joie.2021.1921197.1819
        Manuscript profile
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        379 - A Review of Three Decades Using Agent-Based Modelling and Simulation in Marketing and Consumer Behavior
        Zahra Sadeqi-Arani Omid Roozmand
        10.22094/joie.2023.1991052.2087
        Manuscript profile
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        380 - Designing a Marketing Strategy for the Development of Industrial Tourism in the Region
        Bohdan Danylyshyn Oleksandra Olshanska Yuliia Zabaldina Roman Mazurets Sergii Khlopiak Liliia Pivnova
        10.22094/joie.2020.677809
        Manuscript profile
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        381 - Marketing failures of agricultural products from a sociological point of view, in the cities of Ahar, Marand and Maragheh
        Ghader Mohammadi Samad Abedini Samad Rasilzadeh Aghdam
        10.30495/jss.2023.1969055.1503
        Most of the farmers take help from all kinds of technologies to increase the productivity. But the increase in production, regardless of the marketing components, causes a lot of product waste and the farmer suffers. Therefore, this research has been done with the main More
        Most of the farmers take help from all kinds of technologies to increase the productivity. But the increase in production, regardless of the marketing components, causes a lot of product waste and the farmer suffers. Therefore, this research has been done with the main goal of identifying marketing knowledge deficiencies as the missing link between more production and preventing product waste. For this purpose, using the theories of inductive innovation and rational choice, using grand theory method and semi-standard interview technique and questionnaire, data was collected. Analysis of questionnaire data was done with SPSS software (version 17) and qualitative data with structuring technique (SLT). The statistical population included farmers in the "agriculture and horticulture" department of Ahar, Marand and Maragheh cities, who were selected by theoretical sampling. Finally, after interviewing 180 farmers, until reaching theoretical saturation, the sampling was completed. In the following, the interview text was coded in an open, central and selective way, and by considering all the causal and contextual conditions, two main factors (government agricultural knowledge and agricultural knowledge of the beneficiaries) were identified. Finally, 6 sub-concepts (topics) were identified and introduced as agricultural product marketing failures. which in order of priority are (need assessment, rational choice, raising awareness and formal training of farmers, preparing infrastructure, following up on needs, following up on agricultural news). Manuscript profile
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        382 - The sociological study of effective tactics on viral marketing and its effect on purchasing behavior (Case study of Refah chain stores of East Azerbaijan province)
        Bijan Elmi Mojtaba Ramezani
        The purpose of this research is to study the effective factors on viral marketing and its effect on customers' purchasing behavior. The statistical population includes all customers of branches of Refah chain stores of East Azerbaijan province. The data provided randoml More
        The purpose of this research is to study the effective factors on viral marketing and its effect on customers' purchasing behavior. The statistical population includes all customers of branches of Refah chain stores of East Azerbaijan province. The data provided randomly via questionnaire among 384 in a period of one year (90 to 91). To analyze the conceptual model of the research descriptive and inferential statistics were used with SPSS software. The results show that the mentioned tactics have positive and significant effect on viral marketing and customers' purchasing behavior in major retailing. Also, the most effective tactics on viral marketing and customers' purchasing behavior are offering the product and free of charge services. Manuscript profile
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        383 - Net Marketing in Law and Jurisprudence of Iran
        saeed atarzadeh mehdi jalilian adel sarikhani
        Net marketing is one of the economic phenomena which has been arisen by previous decade and a plethora of discussions has been shaped in this regard. The economists’ focus is on division of this sort of marketing into salubrious and insalubrious one. In this study, fi More
        Net marketing is one of the economic phenomena which has been arisen by previous decade and a plethora of discussions has been shaped in this regard. The economists’ focus is on division of this sort of marketing into salubrious and insalubrious one. In this study, first, it is tried to introduce this set of marketing and explain the differences between salubrious and insalubrious one, then examine the salubrious one from the Fegh’s view which has been less studied before, and after that to criticize and examine salubrious net marketing sort from the Fegh’ view. Finally, the assumption that salubrious net marketing is impeccable from the Fegh’s view and can be a sort of Reward contract, and that salubrious one has miscellaneous drawbacks and is sinful and forbidden activity is established, and these two net marketing is precisely analyzed a piece from our criminal law system’s view. Manuscript profile
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        384 - Internal Marketing and Employee Productivity with Mediating Role of Knowledge Sharing in Hotel Industry
        Samad Rahimiaghdam
        10.30495/qjopm.2019.669750
        Service employee productivity has nowadays intrigued researchers and managers. The current applied correlational-descriptive enquiry aimed to offer practical resolutions for improving employee productivity in East Azerbaijan hotel industry based on internal marketing an More
        Service employee productivity has nowadays intrigued researchers and managers. The current applied correlational-descriptive enquiry aimed to offer practical resolutions for improving employee productivity in East Azerbaijan hotel industry based on internal marketing and knowledge sharing. The research data were collected based on a questionnaire the validity of which had been investigated via expert view and confirmatory factor analysis and the reliability of which had been explored through Cronbach alpha coefficient. The research population comprised 565 managers and employees at various hotels in East Azerbaijan province from whom a cluster sample of 232 was randomly selected to complete the questionnaire. The gleaned data were analyzed via Structural Equation Modeling. The results revealed that internal marketing directly impacted employee productivity with path coefficient of 0.6 and indirectly through mediating role of knowledge sharing with path coefficient of 0.21; internal marketing was also found to impact knowledge sharing with path coefficient of 0.53. Knowledge sharing was also found to have a positive effect on employee’s productivity with path coefficient of 0.41. The results underscore the partial mediating role of knowledge sharing and recommend that senior hotel managers employ internal marketing in order to improve knowledge sharing and enhance employee productivity. Manuscript profile
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        385 - Investigating the Effect of Marketing Capabilities on Organizational Productivity with the Mediating Role of Brand Equity
        Naser Seifollahi
        10.30495/qjopm.2022.1937558.3209
        Nowadays, competition in business has made paying attention to productivity, customer and brand satisfaction more and more important. Achieving higher performance is a goal that organizations take various steps to achieve. Marketing capabilities reflect marketing activi More
        Nowadays, competition in business has made paying attention to productivity, customer and brand satisfaction more and more important. Achieving higher performance is a goal that organizations take various steps to achieve. Marketing capabilities reflect marketing activities such as customer relationship management, the effectiveness of promotional activities, and product differentiation. The purpose of this study was to investigate the effect of marketing capabilities on organizational productivity with the mediating role of brand equity. The type of research was applied in terms of purpose and in terms of the nature of the descriptive-correlation method and the statistical population of the study included managers, experts and employees of the textile company and 320 people. The sample size was 175 based on Morgan table, which was selected by stratified sampling method from among three classes of managers, experts and employees. Three questionnaires of internal marketing capabilities, organizational productivity and brand equity were used to collect data. Validity was assessed using confirmatory factor analysis and reliability was assessed by Cronbach's alpha. Structural equation modeling was used to analyze the hypotheses. Data were analyzed using SPSS and PLS software. According to the research findings, marketing capabilities have a positive and significant effect on organizational productivity and among the dimensions of marketing capabilities, marketing research has the greatest impact on marketing capabilities. Brand equity also mediates between marketing capabilities and organizational productivity. Research findings can be effective in moving textile companies to pay more attention to marketing capabilities and brand equity to improve productivity. Manuscript profile
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        386 - The Effect of the Coronavirus Disease Pandemic on Efficiency with the Mediating Role of Marketing Capabilities and Strategic Orientation: A Case Study of Small and Medium-Sized Businesses of Tehran Province
        Dariush Tahmasebi Hashem Aghazade
        10.30495/qjopm.2022.1957717.3364
        Today, with the rapid spread of the Corona pandemic, problems have arisen for businesses, especially small and medium-sized businesses. On the other hand, marketing capabilities are considered essential in determining the heterogeneous evaluation of product quality for More
        Today, with the rapid spread of the Corona pandemic, problems have arisen for businesses, especially small and medium-sized businesses. On the other hand, marketing capabilities are considered essential in determining the heterogeneous evaluation of product quality for customers, which helps the strategic direction of small and medium-sized businesses in the critical conditions of the Corona pandemic. Hence, the purpose of the current research was to explain the effect of the Corona pandemic on efficiency considering the mediating role of marketing capabilities and strategic orientation. The direction of the research was applied and descriptive in terms of purpose. The statistical population of the research included 2200 managers and senior employees of small and medium-sized businesses in Tehran province, from among whom, a sample of 335 people was recruited using a stratified sampling procedure. A survey method was used for the data collection and PLS method was used for the data analysis. Based on the results, the effect of the Corona disease pandemic on efficiency, marketing capabilities and strategic orientation and the role of strategic orientation on efficiency were confirmed. Moreover, the indirect role of mediating variables of marketing capabilities and strategic orientation in the relationship between the Corona disease pandemic and efficiency was confirmed. However, the effect of marketing capabilities on performance was rejected. This research advises senior managers of small and medium-sized businesses to pay extra attention to strategic orientation and marketing capabilities in order to reduce threats and increase the possibility of survival and take advantage of future opportunities in the post-corona era. Manuscript profile
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        387 - Investigating the Effect of Intra-Organizational Characteristics on Competitive Advantage in Knowledge-Base Organizations Active in Lorestan Science and Technology Park: the Mediating Role of Entrepreneurial Marketing
        Leila Yarahmadi Mohsen Aref Nezhad Hojjat Vahdati
        10.30495/qjopm.2022.1957054.3358
        In today's complex environment, the success of organizations requires the acquisition of competitive advantage; the benefits of intra-organizational characteristics effectively determine the competitive success of an organization.  Knowledge-based organizations, wh More
        In today's complex environment, the success of organizations requires the acquisition of competitive advantage; the benefits of intra-organizational characteristics effectively determine the competitive success of an organization.  Knowledge-based organizations, which play an important role in generating wealth and added value in a society, must keep pace with emerging changes in the new environment of the organization and strive to gain a competitive advantage in this competitive environment.  In the present study, the effect of intra-organizational characteristics on competitive advantage with the mediating role of entrepreneurial marketing in knowledge-based organizations active in Lorestan Science and Technology Park has been investigated.  The research method in this study is descriptive-survey and applied. The intended population was 120 experts of knowledge-based organizations active in Lorestan Science and Technology Park from among whom 92 experts were recruited through random sampling based on Morgan Table.  The data were collected using a standard questionnaire whose reliability was measured by Cronbach's alpha and its combined reliability and validity were measured by convergent method.  Structural equation modeling approach and Smart PLS software were used to analyze the data.  The results indicate that the characteristics within the organization (cooperation competence, administrative mechanism, organizational support, planning flexibility, planning time) both directly and indirectly, through entrepreneurial marketing, affect competitive advantage. Manuscript profile
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        388 - The Diamond Model of Digital Marketing Capabilities in Chain Stores with an Approach to Improving Productivity
        Tahmooreth Hasanqolipouriasori Maryam Osati Mohammad Aghaei Masoud Keimasi
        10.30495/qjopm.2023.1961564.3394
        The present study is an attempt to present a model of digital marketing capabilities in chain stores since, in recent years, customers tend to shop online to gain faster and easier services as well as new experiences, and digital marketing is tied with new concepts and More
        The present study is an attempt to present a model of digital marketing capabilities in chain stores since, in recent years, customers tend to shop online to gain faster and easier services as well as new experiences, and digital marketing is tied with new concepts and terms such as Martech, Figital and Next technologies. However, the challenges and risks inherent in online digital shopping can erode trust and lead to subpar customer experiences, prompting shoppers to withdraw from the platform. Despite the importance of this issue, there is no model for digital marketing capabilities in chain stores so that the managers of these stores can identify their strengths and weaknesses, as well as their competitive advantage in this area. In this qualitative study, semi-structured interviews were conducted with 12 experts in marketing, information technology and chain stores of the country, using the qualitative data-based approach (Glaser), which was followed by open, selective and theoretical coding of the data using Maxqda software. Moreover, a systematic review of the previous research was done to enrich the dimensions extracted from the interviews, and based on this, the diamond model of digital marketing capabilities in chain stores was presented, which includes five dimensions: Martech Capability-Maintenance Technologies, Martech Capability-Transformational Technologies, Networking Capability, Digital Relations Capability and Marketing Capability for the Next Best Action, all of which result in the digital customer experience. Among the above mentioned dimensions, martech-transformative technologies due to the existence of the important components such as blockchain and artificial intelligence and the dimension of Next best action marketing are called meta-capabilities. Chain stores, using this model, can measure the level of their digital marketing capabilities and plan to achieve their desired situation. Manuscript profile
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        389 - Application of Artificial Neural Networks to Identify Customers Satisfied with Car After Sales Services
        Alireza Fazlzadeh Mohammad Sadegh Zeinali Kermani
        The purpose of the research was the development of a neural networks model to identify satisfied customers for car maintenance service marketing. The data were collected from the survey of ten car maintenance service providers in Iran. Multi-layer perceptron (MLP) neura More
        The purpose of the research was the development of a neural networks model to identify satisfied customers for car maintenance service marketing. The data were collected from the survey of ten car maintenance service providers in Iran. Multi-layer perceptron (MLP) neural networks with hyperbolic tangent function trained by feed forward training algorithm were utilized to build the identification model. The result reveals that the identification accuracy of the test on the model is greater than that expected by chance. Through a set of available contribution weights, the general importance of each independent variable produced is revealed. This research confirms that the neural network model is useful in recognizing the existing patterns of customer’s data. The advantages of using the model are highlighted. Authors believe that the model is useful and suitable as an analyzing tool for car maintenance service on market strategy planning. Manuscript profile
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        390 - Analyzing the Effectiveness of Marketing Information Systems on Strategic Planning Efficiency: Case study of banks
        Mousa Sadeghi Mahammad Sadegh Sobhani FarajAllah Rahnavard
        In the information era, information technology development has made it possible for managers to study environment with more confidence. But the role of information systems in strategic planning process and compiling and fulfilling strategies is not clear. This essay ana More
        In the information era, information technology development has made it possible for managers to study environment with more confidence. But the role of information systems in strategic planning process and compiling and fulfilling strategies is not clear. This essay analyses the effect of marketing information systems on the efficiency of marketing strategic planning process and its elements in Iranian banks. In the conceptual model of this research, goal setting, situational analysis, regulating goals and strategies and resource allocation are considered as the basic elements of marketing strategic planning process, and time, contents and form of information are the outputs of marketing information systems. The case study of this research for presenting quantitative results includes the country’s banks (except Central Bank). The results obtained from the views of senior managers or the experts of the banks’ R&D departments, which were collected through the use of the questionnaire designed merely for this purpose indicate that the outputs of marketing information systems have great effects on the efficiency of marketing strategies planning. The results of linear trend analyses show that the variables of information contents explain the changes of the elements of strategic planning process the most, and the form of information explain it the least. Among the elements of strategic planning process, situational analysis and resource allocation are affected by the outputs of marketing information systems the most while its effect on goal setting, regulating goals and compiling strategies is the least. Manuscript profile
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        391 - Surveying the Relationship between Strategic Inertia and Export Performance: (Case study: Exporting Firms of Tehran Province)
        Keyhan Tajodini Aliashraf Ahmadiyan Alireza Matoofi
        There is a more serious danger of bankruptcy and leaving the market in many industries because right now the size and times of the changes ahead of them is increasing. These alterations are rapidly changing the platform and the context in which the strategies are being More
        There is a more serious danger of bankruptcy and leaving the market in many industries because right now the size and times of the changes ahead of them is increasing. These alterations are rapidly changing the platform and the context in which the strategies are being designed and performed as well as the information and tools that managers have at their disposal. With regard to the fact that the successful implementation of the firms’ strategies in the world markets requires the adaptation of Mixed Marketing elements with its strategies. the main goal of the present research is to study the relationship between strategic inertia and export performance. In this regard, 300 exporting enterprises in Tehran were selected as the research sample, the data were collected through the use of questionnaires and interviews, and data analysis was carried out by using Spss software. The findings of the research show that most of the Iranian exporting enterprises are faced with some sort of Inertia in the marketing strategy and this is one of the causes of the instability of these enterprises in exporting performance. Other findings of this research show that there is a meaningful relationship between the adaptation of Mixed Marketing elements and the exporting strategies and performance of the enterprise. Also the results of the research reveal that those enterprises which have compatibility between their marketing and main strategies have more stability in their exporting performance. Manuscript profile
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        392 - Investigating the Effects of Economic Sanctions on the Performance of Internal Factors in Small and Medium Industries in Lorestan Province during 2001 – 2012
        Mohsen Bagere Soheyla Mahdavi Maryam Sharif nejhad
        Sanctions are coercive contrivances that are applied by a country or a group of countries against another one which transgresses the international laws or contravenes the accepted ethical standards. The aim of sanction is to force the offender to cease its actions or at More
        Sanctions are coercive contrivances that are applied by a country or a group of countries against another one which transgresses the international laws or contravenes the accepted ethical standards. The aim of sanction is to force the offender to cease its actions or at least to force the country to negotiate for ending its unaccepted actions. This study has been carried out to assess the effects of economic sanctions on the function of internal factors of small and medium size industries of Lorestan Province during 2001-2012. The study was performed in terms of five hypotheses. In order to collect data, the researchers used a questionnaire, the validity and reliability of which were confirmed by related tests. The questionnaire was distributed among the statistical population (managers of the small and medium industries of Lorestan Province), and 127 acceptable questionnaires were received. The data were analyzed by spss software and by using regression method. The results assert the existence of both positive and negative effects of economic sanctions on internal factors. While the sanctions have negatively influenced the performance of production, marketing and finance, they have improved the function of other internal factors such as management and research and development in the sample industries.  Manuscript profile
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        393 - Investigating the Effect of Marketing Mix (4P) on the Sales Increase of Waterheaters Produced by Ghaynar Khazar Compay in Tabriz
        Sirous Fakhimi Azar Morteza Akbari Vaneabad Reza Rasouli
        The purpose of this paper is to investigate the effect of marketing mix on the sales increase of waterheaters produced by Ghaynar Khazar Company in Tabriz. In this regard, after reviewing the concepts of marketing mix (4p) and the integration of product, price, promotio More
        The purpose of this paper is to investigate the effect of marketing mix on the sales increase of waterheaters produced by Ghaynar Khazar Company in Tabriz. In this regard, after reviewing the concepts of marketing mix (4p) and the integration of product, price, promotion and place, we have suggested a principal hypothesis about the effect of marketing mix on the increased sales of waterheaters produced by Ghaynar Khazar Company and four subsidiary hypotheses about the effect of each of the four items on the sales increase of the waterheaters. The statistical hypothesis includes all the customers of Ghaynar Kazar waterheaters. The research sample consists of 160 people who were chosen according to the sample size table and by using stratified random sampling. In order to collect data, we used a questionnaire, the validity and reliability of which were confirmed by face value and Cronbach's Alpha Coefficient, respectively. The data were analyzed through the use of Kolmogrof-Smirnof T-test and test. The results indicate that marketing mix and all the four items included in it have an effect on the sales increase of Ghaynar Khazar waterheaters. Furthermore, the order of the 4p variables regarding their effect on the sales rate is product, promotion, place, and price, respectively.  Manuscript profile
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        394 - The Effect of Marketing, Innovation and Learning Capabilities on Organization’s Performance (Case study: Tabriz Petrochemical Company)
        Seyed Mohammad nopsandasiel Asmaeyl ramazan pour Payman Attari Asl
        To achieve higher performance is the goal which organizations implement different approaches to reach. Capabilities play a great role in gaining competitive advantages for organizations, namely capabilities of marketing, innovation and learning. While most of the studie More
        To achieve higher performance is the goal which organizations implement different approaches to reach. Capabilities play a great role in gaining competitive advantages for organizations, namely capabilities of marketing, innovation and learning. While most of the studies on the effect of every one of these on performance has been examined separately, in this study effort has been made to introduce an integrated model to examine the simultaneous effect of all three complementary integrated elements on organization performance. In order to do so, to measure the effect of capability of marketing, innovation and learning on the performance of Tabriz Petrochemical Company, 265 questionnaires were distributed among the employees holding B.S. and higher degrees, out of which 255 were eligible to analyze. In this study we used SPSS and LISREL softwares to analyze the data .The results of the study indicate that there is a meaningful relation between marketing capability and organization's performance. It also shows that there is a meaningful relation between innovation capability and learning capability with the performance of the organization. It also suggests that there is a meaningful relation between marketing, innovation and learning capabilities as a complementary bundle with the performance of organization. Manuscript profile
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        395 - Investigating and Identifying some Factors Effective on the Development of Women's Sports Marketing in West Azerbaijan Province
        Mohammad rahim Najaf zadeh Farkh lega Njafzadeh Mehdi Rostami Jhela Morseli
        The purpose of the present study was to identify and assess some factors affecting the development of Women's Sports marketing in WestAzerbaijanProvince from the viewpoint of the managers of Women's Sport clubs as well as the experts and managers of the physical educati More
        The purpose of the present study was to identify and assess some factors affecting the development of Women's Sports marketing in WestAzerbaijanProvince from the viewpoint of the managers of Women's Sport clubs as well as the experts and managers of the physical education offices in WestAzarbaijanProvince. The statistical population consisted of the managers and coaches of Women's sports clubs (60 people) and managers and experts of the physical education offices in WestAzarbaijan Province(50 people), (N=110). The research tools was a questionnaire comprising 45 closed questions, the validity and reliability of which had already been confirmed (α=0.95). The results of factor analysis of the data indicated that 11 factors (sponsorship, place management and distribution channels, product management, process management, pricing management, the powers governing the markets and media, physical evidence, public relations management, motivational factors, the expectations of spectators and fans, and validation of teams) were the most important factors affecting the development of women's sports marketing in West Azerbaijan Province. It is necessary that the attention and investment of the head office of physical department as well as the managers of women's sports clubs and sports marketers of the province by focused on these areas.   Manuscript profile
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        396 - The Effect of Green Marketing on Shopping Intention with a Focus on Corporate Image: The Case of Shuttle Company Customers
        Seyed Mahmoud Hashemi Davoud Mohammadi Alaviche
        10.30495/qjopm.2019.666892
        The purpose of the current study was to explore the extent to which green marketing might affect customers’ shopping intentions and corporate image at Shuttle Company. The research sample comprised 384 customers who were randomly selected from among the customers More
        The purpose of the current study was to explore the extent to which green marketing might affect customers’ shopping intentions and corporate image at Shuttle Company. The research sample comprised 384 customers who were randomly selected from among the customers based on Morgan table. A researcher-made questionnaire was administered to the participants to collect the research data that were further analyzed using SPSS 22 version and SMART PLS software and Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). The results verified the significant positive effect of green marketing awareness on social responsibility, product image and corporate credibility. Moreover, the findings indicated that social responsibility, product image and corporate credibility could in turn significantly and positively influence customers’ shopping intention. The findings offer implications for the managers of the firms focused on green marketing and are concerned with consumers’ shopping intentions.   Manuscript profile
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        397 - Evaluating the Mediatory Effect of Entrepreneurial Orientation on the Relationship between Internal Marketing and Organizational Commitment (Case study: Headquarter Offices of Aghajari Oil and Gas Operating Company)
        Mehdi Basirat Saheb Imani Mansour Zanejhad Amer Dehghan Najmabadi
        The present study evaluates the effect of internal marketing on organizational commitment with an emphasis on the mediating role of entrepreneurial orientation.  The study is an applied research from the viewpoint of the purpose,a descriptive-causal one from the st More
        The present study evaluates the effect of internal marketing on organizational commitment with an emphasis on the mediating role of entrepreneurial orientation.  The study is an applied research from the viewpoint of the purpose,a descriptive-causal one from the standpoint of data collection,and a quantitative one from the viewpoint of the type of the gathered data (questionnaire). The statistical population includes the headquarter offices of Aghajari oil and gas operating company,from which 100 people were selected as the research sample through the use of stratified random sampling method and Cochran formula.The data were analyzed by structural equation modeling(SEM)method,using partial least squares (PLS) approach as wellas Smart PLS software. The results indicate the significant positive effect of internal marketing on organizational commitment, the effect of internal marketing on entrepreneurial orientation, and ultimately, the effect of entrepreneurial orientation on organizational commitment. Manuscript profile
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        398 - Investigating Factors Affecting Brand Equity with Respect to Mediating Role of Productivity in Major Steel Companies
        ali shafiei Vahid Reza Mirabi
        This applied descriptive and correlational survey sought to examine the factors affecting the brand equity in big steel companies. The research sample comprised 384 experts in iron and steel industries who were randomly selected based on the Morgan Table from the popula More
        This applied descriptive and correlational survey sought to examine the factors affecting the brand equity in big steel companies. The research sample comprised 384 experts in iron and steel industries who were randomly selected based on the Morgan Table from the population of all experts in the field. The research data were collected via 384 questionnaires and were analyzed through Structural Equation Modeling. The findings revealed that internal marketing and social responsibility of the company had positive impacts on customer engagement, that internal marketing had a positive effect on the productivity of iron and steel companies and that productivity and supply chain management had an impact on the price. Also, supply chain management and customer engagement were found to have a positive impact on the products of iron and steel companies. The impacts of price and product on brand performance, and thereby, on brand equity were also verified. However, the effect of customer engagement on brand performance and brand equity, that of corporate social responsibility on brand performance, and that of prices on the brand equity of iron and steel companies were not confirmed. Manuscript profile
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        399 - Providing marketing strategies based on the model and indicators of international life style and type of consumer decision making-case study : Consumers of cosmetic products.
        Seyd Mohamad Taghi Hosseinikia Vahid Reza Mirabi
        Manuscript profile
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        400 - The Effect of Marketing Information Systems in Establishing Competitive Strategies in Dermo-Cosmetic Companies
        Elnaz Sadeghipor sedigheh tootian Leila Saeidi
        Manuscript profile
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        401 - An in-depth analysis of the pivotal social factors of higher educational marketing in Tehran IAUs
        Paria Mohammadiha Amir Hossein Mohammad Davoudi maryam mosleh
        Manuscript profile
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        402 - A Networking Capability Perspective on Marketing Performance of SMEs: The Role of Market Knowledge and Entrepreneurial Orientation
        farshid maghsoodi Ganjeh ali sanayei akbar alam tabriz
        Manuscript profile
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        403 - Evaluating and prioritizing new methods of marketing health products in the elderly community (Case study of AJA retirees)
        MohammadReza Rostami Maryam Mosleh Babak Maleki
        Manuscript profile
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        404 - Evaluation of marketing resources for hotels in the world's second-largest religious metropolis during the COVID-19 pandemic
        Milad Khajiyan Sheini Pour Mohammad Hemati
        Manuscript profile
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        405 - The Impact of Corporate Social Responsibility on Innovative Performance with Considering the Mediating Role of Marketing Effectiveness: A Case Study of Khuzestan Steel Industries
        Hamed Charkhab Ghanbar Amirnejad
        Manuscript profile
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        406 - Examine the influence of campaign contact group behavior in the eleventh round of the presidential elections Case Study: Tehran Citizens
        A. Seyedi S. Taherkhani
        Manuscript profile
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        407 - تاثیر ارزش کاربردی کالا بر ارزش ادراک شده مشتری (مطالعه موردی: فروشگاه‌های شهروند شهر تهران)
        فرزانه کاشفی حسین بدیعی روح الله رضازاده
        پژوهش حاضر به بررسی ارزش ادراک‌شده‌ مشتری در حوزه خرده‌فروشی از جنبه ارزش کاربردی می‌پردازد و در پی این است تا با بررسی و نقد و تحلیل عوامل ایجادکننده ارزش ادراک‌شده‌ در خرده‌فروشی، مسیر جدیدی را برای موفقیّت این بنگاه‌ها در بازار رقابتی کنونی فراهم آورده و خلا علمی موج More
        پژوهش حاضر به بررسی ارزش ادراک‌شده‌ مشتری در حوزه خرده‌فروشی از جنبه ارزش کاربردی می‌پردازد و در پی این است تا با بررسی و نقد و تحلیل عوامل ایجادکننده ارزش ادراک‌شده‌ در خرده‌فروشی، مسیر جدیدی را برای موفقیّت این بنگاه‌ها در بازار رقابتی کنونی فراهم آورده و خلا علمی موجود در زمینه ارزش ادراک‌شده مشتری از جنبه ارزش کاربردی در ایران را پوشش دهد. در این پژوهش ارزش ادراک‌شده مشتری در فروشگاه‌های زنجیره‌ای شهروند مورد بررسی قرار گرفته است. روش پژوهش آمیخته‌ای از روش‌ها‌ی توصیفی - پیمایشی و همبستگی است. اطلاعات مورد نیاز از طریق طراحی و توزیع یک پرسشنامه در بین جامعه آماری (فروشگاه‌های زنجیره‌ای شهروند شهر تهران) در سال 1390 تهیه شده است. حجم نمونه 440 نفر (از چهار منطقه اقلیمی شهر تهران و تعداد یکصد و ده پرسشنامه در هر یک از چهار منطقه) است که انتخاب تعداد نمونه در روزهای به خصوص و انتخاب فروشگاه‌ها‌ی شهروند به صورت هدف‌مند و غیر تصادفی و انتخاب افراد در زمان نمونه‌گیری به صورت تصادفی انجام گرفته است. در پژوهش حاضر برای دسته‌بندی پاسخ‌ها‌ی پرسشنامه و تنظیم و تبدیل آنها به متغیرهای تحقیق و استخراج و ارائه شاخص‌ها‌ی گرایش مرکزی و پراکندگی از تحلیل توصیفی استفاده شده است. تحلیل و آزمون فرض از طریق مدل معادلات ساختاری از جمله تحلیل عاملی تاییدی، تحلیل رگرسیون و تحلیل مسیر، آزمون t تک نمونه، آزمون آنالیز واریانس انجام گردیده است. نتایج تحقیق بیانگر رابطه مستقیم و معنادار در ارتباط با تاثیر ارزش‌های کاربردی با ارزش درک‌شده مشتری می‌‌باشد.  Manuscript profile
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        408 - Studying and Ranking Marketing Appropriate Strategies to Achieve Competitive Advantage in Private Hotels of Mazandaran Province
        A. Srayaei S. Mehrani
        Manuscript profile
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        409 - Relationship between Marketing Knowledge Management and Performance of Large Manufacturing Firms in Gilan Province
        E. Chirani S. Akhavan Foumani
        Manuscript profile
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        410 - An Innovative Model for the Success of Commercial Complexes: the case of Parsis Commercial Complex
        Hossein Mombeini Mehdi Fathollahi Mohammadreza Asadollahi Alireza Bakhshizadeh
        Manuscript profile
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        411 - A Model of Effective Internal Factors for SMEs’ Performance
        Jahangir Yadollahi Farsi Aliakbar Aghajani Mohammad Mahdi Mardanshahi
        Manuscript profile
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        412 - Studying the Relationship between Regular Marketing and Re-buying Behaviors in Chain Stores of Gorgan City
        M. T. Jalali Gorgan H. Mehrani
        Manuscript profile
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        413 - Modeling the Effects of Media on Affective Commitment to Strategy Implementation
        Ali Adousi Ali Akbar Farhangi Tahmoures Hasangholipour Reza Najafbagy
        Manuscript profile
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        414 - Study of Experiential Marketing on After-purchase Behaviors in Food Products
        H. R. Saeednia A. Goudarzi
        Manuscript profile
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        415 - An Analysis of the Impact of Social Marketing Plans Implemented by the Municipality of Hamadan on Environmental Beliefs
        Alireza Pirhayati hosein vazifehdoost Pezhman Jafari Asqar Seif
        Many environmental damages results from undesirable behaviors and attitudes. Social marketing is a process that exploits the principles of commercial marketing in order to influence the beliefs and behaviors of target audience. Many of the problems of urban management, More
        Many environmental damages results from undesirable behaviors and attitudes. Social marketing is a process that exploits the principles of commercial marketing in order to influence the beliefs and behaviors of target audience. Many of the problems of urban management, especially in the field of the environment have their roots in citizens’ misconceptions. Therefore, it is expected that the organizations related to urban management to eradicate undesirable beliefs and behaviors by implementing mixed social marketing and thereby to prevent the occurrence of many environmental problems. This research, by presenting a conceptual model explains the effect of the implementation of mixed marketing on environmental beliefs from the viewpoint of Hamadan municipality. The results showed that by implementing a mixed social marketing by influencing the emotional and operational values people's environmental beliefs can be affected. In fact, the implementation of the mixed social marketing can lead to preventive measures. With the introduction of emotional and operational value as an effective consequence of the integrated implementation of the mixed social marketing, these factors have been shown to affect the prediction of individuals’ environmental beliefs. Manuscript profile
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        416 - Achieving an Economic City Based on the Presentation of a Conceptual Model of Sensory Marketing on Social Networks (A Qualitative Approach of Theme Analysis)
        Mandana Rezaei Vahid Nasehifar Reza Taghvaei Tohfeh Ghobadi
        Simultaneous with the transformation of planning interaction and urban development market, under the influence of globalization processes and urban competition, the economic growth indicators of cities have also found a new form in such a way that some production center More
        Simultaneous with the transformation of planning interaction and urban development market, under the influence of globalization processes and urban competition, the economic growth indicators of cities have also found a new form in such a way that some production centers and factories have been able to diversify the economic base of cities through the development of high-value-added trade and commerce; however, some others have not been successful in this way. Since in our country, in practice, little attention has been paid to facilitating business and marketing processes on economic scales as well as electronic and digital platforms to achieve economic cities; therefore, this article tries to use the method of content analysis for sensory marketing, which is recently one of the newest and most important methods of marketing in the world of social networks, which has become one of the most popular tools in cyberspace these days. This research in terms of its purpose is applied and in terms of how to analyze the data is qualitative and in terms of its approach is exploratory. For this reason, a group of marketing experts was selected and were interviewed in details. In this study, the purposive sampling method was used and the process of selecting experts and conducting interviews with them continued until theoretical saturation was achieved. Sixteen interviews were conducted. Finally, the research results led to the presentation of a conceptual model of sensory marketing in social networks based on the dimensions of the five senses, emotions, thinking, action and relationship. Manuscript profile
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        417 - Translation of English Brand Names into Persian: Type of translation and font size in focus
        Parisa Mohammad Zamani Hossein Vahid Dastjerdi
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        418 - Investigating the Impact of Perception of Innovative Organizational Climate on Job Performance with the Variable Role of Mediation in Enhancing Entrepreneurial Marketing (Case Study: Isfahan Wood Industries)
        Mahmud Rafiei Majid Shadmand Maryam Ghiasabadi Farahani
         This study seeks to investigate the effect of perception of innovative organizational climate on job performancewith the variable role of mediator in strengthening entrepreneurial marketing. In fact, the purpose of this studywas to investigate the effect of percep More
         This study seeks to investigate the effect of perception of innovative organizational climate on job performancewith the variable role of mediator in strengthening entrepreneurial marketing. In fact, the purpose of this studywas to investigate the effect of perception of innovative organizational climate on job performance with thevariable role of mediator in strengthening entrepreneurial marketing. This study is applied and descriptivesurvey in terms of purpose and nature of data collection. The statistical population of the study is managersand entrepreneurs in Isfahan wood industry (23 companies). 219 questionnaires were collected by clustersampling. Data analysis was performed using structural equation modeling and Sobel test. The results showthe positive and significant effect of innovative organization on strengthening entrepreneurial marketing,strengthening entrepreneurial marketing on job performance and innovative organization on job performanceand also the positive and significant effect of perception of innovative organizational climate on jobperformance with the mediating variable role of strengthening entrepreneurial marketing. Finally, somesolutions have been proposed to managers and entrepreneurs in the wood industry for an innovativeorganization to strengthen entrepreneurial marketing and job performance. Manuscript profile
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        419 - Identification of Marketing Strategies in Literary Tourism: A Case Study of Neyshabour City
        seyed Naser Ghadamgahi smaeel ghaderi
        یکی از انواع گردشگری، گردشگری ادبی است. گردشگری ادبی را میتوان یکی از خوشههای گردشگری فرهنگی و گردشگری میراث دانست که مکانهای مربوط به نویسندگان، فضاهای مرتبط داستانها و کتابها، جشنوارههای ادبی، فیلم ها و تولیدات رسانه ای و مانند آن را در بر میگیرد. ایران نیز به دلیل غن More
        یکی از انواع گردشگری، گردشگری ادبی است. گردشگری ادبی را میتوان یکی از خوشههای گردشگری فرهنگی و گردشگری میراث دانست که مکانهای مربوط به نویسندگان، فضاهای مرتبط داستانها و کتابها، جشنوارههای ادبی، فیلم ها و تولیدات رسانه ای و مانند آن را در بر میگیرد. ایران نیز به دلیل غنای فرهنگی و ادبی که در خود دارد یکی از کشورهای صاحب نام در این حوزه است که میتواند از این میراث ناملموس بهره فراوانی ببرد و در ایران شهرستان نیشابور از لحاظ ادبی دارای موقعیتی ممتاز و خیرهکننده است و بستری مناسب برای توسعه این شاخه از گردشگری به شمار میآید لیکن با وجود ظرفیت بالا، گردشگری ادبی نیشابور رونق زیادی ندارد. در این پژوهش با استفاده از روش کیفی و تکنیک گروه تمرکز راهکارهایی برای بازاریابی گردشگری ادبی در شهرستان نیشابور شناسایی شد که شامل شش دسته 1. ایجاد پایگاههای تبلیغاتی 2.هدایت مسافران مشهد به نیشابور 3.برگزاری جشنوارههای ادبی مناسبتی 4.آشنا سازی اهالی نیشابور با ظرفیتهای گردشگری 5.طراحی سوغات مرتبط با حوزه ادب نیشابور. 6. طراحی بازیهای متناسب با گردشگری ادبی نیشابور است. Manuscript profile
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        420 - Supply Chain Integration and its Impact on Sustainability of Export and Marketing Development in Tourism Industry by Relying on the Role of Agencies (A Study in Tabriz Travel Agencies)
        homa sarvari laleh Hossein Gharehbiglo Behjat Abchar
        Today, tourism is rapidly expanding as one of the most important and influential sectors in the world economy and countries. The highly competitive environment of the industry compels tourism firms to look for new ways to improve their competitive advantage and effectiv More
        Today, tourism is rapidly expanding as one of the most important and influential sectors in the world economy and countries. The highly competitive environment of the industry compels tourism firms to look for new ways to improve their competitive advantage and effective tourism supply chain management is one of the strategies that tourism operators can employ. This article examines "Supply Chain Integration and its Impact on Sustainability of Export Development and Marketing in the Tourism Industry" as a factor to boost tourism production and increase incoming tourists and the importance of revenue generation. The target population of this study is employees of travel agencies in Tabriz using Morgan table and cluster sampling. Data collection tool was a researcher-made questionnaire. The research is a descriptive correlational one and it is applied in terms of purpose. SPSS21 software and regression tests were used to analyze the data. regression tests were used to analyze the data.The results showed that supply chain integration variable can predict 67% dependent variable of export sustainability and 60% dependent variable of marketing in tourism industry. Manuscript profile
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        421 - An Analysis of Tourists’ Behavior of Delay in Service Delivery (A Case Study of Parsian Hotel in Kermanshah)
        Maryam Beigpour Tanha kamran yeganegi
        The purpose of this study is to examine the customer behavior affected by service delays. Nine hypotheses were tested in this study. The method of this research is descriptive-survey in terms of variables and applied in terms of purpose. The statistical population of th More
        The purpose of this study is to examine the customer behavior affected by service delays. Nine hypotheses were tested in this study. The method of this research is descriptive-survey in terms of variables and applied in terms of purpose. The statistical population of this research was targeted in Parsian Hotel in Kermanshah. The sampling method in this study was simple random based on which 384 people were selected as a sample through Cochran's formula for data collection. In this study, a questionnaire was used as a research tool, the validity and reliability of which were confirmed. The confirmatory factor analysis was used to analyze the data and test the hypotheses using Amos structural equation software version 22. According to the research results, service delays have a positive effect on customers' anger and insecurity and a negative effect on their acceptability. Anger and insecurity also have a negative effect on the desire to buy and a negative effect on word of mouth marketing. In the end, acceptability also has a positive effect on the willingness to buy but a negative effect on the willingness to spread word of mouth.   Manuscript profile
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        422 - Modeling the attraction of investment in Iran's sports tourism industry with an emphasis on mix marketing and sustainable development
        Azam Abbasi Hosein Akbari Yazdi Mohammadreza Moinfard Alireza Elahi
        The present study was conducted with the aim of presenting a model for attracting investment in the Iranian sports tourism industry with an emphasis on the marketing mix and sustainable development. The statistical population of the research in the qualitative part incl More
        The present study was conducted with the aim of presenting a model for attracting investment in the Iranian sports tourism industry with an emphasis on the marketing mix and sustainable development. The statistical population of the research in the qualitative part included all experts in the field of sports marketing management, sports tourism and tourism marketing management. A total of 17 interviews were conducted by purposive sampling method to reach theoretical saturation and in a small part of the same people plus capital Sports spenders and sports entrepreneurs were nationwide. The questionnaires were distributed electronically and finally 249 questionnaires were completed correctly. Research tools in the qualitative section, reconciliation and review of theoretical foundations, and in the quantitative section, a questionnaire made from the qualitative section with the focus on 3 mixed marketing variables in the Iranian sports tourism industry (7 items), sustainable development (6 items) and attracting investors in the tourism industry. It was sports (2 items). Exploratory factor analysis test was used to measure items and questions of each variable and structural equation modeling test was used with PLS software. The results of the research model showed that the mixed marketing path to sustainable development with the effect factor (0.899) had the greatest effect among the variables. The mixed marketing-to-investment path with an impact factor (0.484) was in the next category, and the sustainable development path to an investment with an impact factor (0.356) had the lowest effect among other variables. In a general conclusion, it should be mentioned that for the development of Iran's sports tourism industry, first of all, special attention should be paid to the marketing mix, because in this case, sustainable development can be achieved and investors can be encouraged to invest in the tourism industry. Import sports. Manuscript profile
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        423 - A Mixed Modeling of Sustainable Marketing in Iranian Sports Tourism Industry
        Azam Abbasi Hosein Akbari Mohammadreza Moinfard Alireza Elahi
        This research is applied in terms of its purpose and employs a mixed research approach. The data collection methods used are of the descriptive survey type, and the nature of the data is both qualitative and quantitative. Initially, the research involved conducting libr More
        This research is applied in terms of its purpose and employs a mixed research approach. The data collection methods used are of the descriptive survey type, and the nature of the data is both qualitative and quantitative. Initially, the research involved conducting library studies and interviews with experts in the fields of sports marketing management, sports tourism, and tourism marketing management. The objective was to identify effective elements within the sustainable marketing mix specific to the Iranian sports tourism industry. Subsequently, based on the identified elements, the primary components of the sustainable marketing mix in Iran’s sports tourism industry were categorized. This categorization was accomplished through a survey of experts within a Delphi group, who assisted in identifying items that explain each of the main components of the sustainable marketing mix in the sports tourism industry of Iran. Following this, a research questionnaire was created and distributed among the statistical population. In the qualitative part of the research, coding, summarizing, filtering, and Delphi techniques were employed to extract raw data. In the quantitative part, confirmatory factor analysis was conducted to assess the degree of alignment between the theoretical and experimental structures, utilizing Smart PLS software. The findings revealed a total of 104 items involved in the sustainable marketing mix within Iran’s sports tourism industry, categorized into 10 sustainable marketing mixes, including product, price, promotion, distribution and location, positioning and physical evidence, human resources and individuals, planning and management, principles, promise, and partnership. Manuscript profile
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        424 - the relationships among internal marketing, job satisfaction, relationship marketing, customer orientation and organizational perfomance .
        Bozorgmehr Khanduzi Ali Arab
        Abstract The aim of this contribution is to investigate the relation between internal marketing, customer satisfaction, customer orientation, relationship marketing and organizational performance in Golestan Telecommunication Company in northern Iran.The present researc More
        Abstract The aim of this contribution is to investigate the relation between internal marketing, customer satisfaction, customer orientation, relationship marketing and organizational performance in Golestan Telecommunication Company in northern Iran.The present research in terms of goal is an applied type and the methodology is descriptive survey and correlational research. The statistical society was about 300 contact customers, managers and experts of marketing division in Golestan Telecommunication Company. According to the Krejcie and morgan table along with random sampling method 170 persons were selected as sample society and a questionnaire was used to collect the initial data. The validity of the questionnaire was measured by experts and its reliability was confirmed by Cronbach's alpha.The results of this study show that internal marketing has positive effect on customer satisfaction, customer orientation and relationship marketing. also the positive effect of customer satisfaction on organizational performance and relationship marketing was confirmed. In addition to the results show that customer orientation has positive effect on relationship marketing and finally the positive effect of relationship marketing on organizational performance was confirmed.Keywords: Internal Marketing, Job Satisfaction, Relationship Marketing, Customer Orientation, Organizational Performance Manuscript profile
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        425 - The Impact of Gestalt Visual Principles on Consumer Perception in Digital Marketing
        Bahman Narouei Hossein Hakimpour Mehdi Mehdi Mahmoodzadeh Vashan Mohammad Mohammadi
        Abstract: This study aimed to investigate the effectiveness of Gestalt visual principles on consumer perception in digital marketing. The research employed a descriptive survey method and had an applied purpose. It was conducted in 1402. The statistical population consi More
        Abstract: This study aimed to investigate the effectiveness of Gestalt visual principles on consumer perception in digital marketing. The research employed a descriptive survey method and had an applied purpose. It was conducted in 1402. The statistical population consisted of customers of the digital marketing department of Choob Sang industrial furniture manufacturing company. The sample size was 384, selected through simple random sampling based on Morgan's table. Data was collected using a researcher-made questionnaire, and analysis was performed using SmartPls4 and SPSS software at descriptive and inferential levels.The findings of this research indicate that the gestalt of the digital marketing platform is effective in shaping consumers' visual perception through principles such as similarity, proximity, integration, continuity, appropriateness of role, and context. This effectiveness extends to all three components of the perception process: exposure, attention, and meaning creation, with meaning creation being the most influential component. The results suggest that incorporating Gestalt principles in design can optimize the digital marketing platform and enhance the effectiveness of visual elements in audience perception. This can be achieved by organizing visual content, creating graphic unity on pages, simplifying customer journey steps, increasing interaction, and ultimately improving consumer perception, visual ability, decision-making, and conversion rates in digital marketing. keywords: Gestalt, advertising effectiveness, consumer perception, digital marketing, visual perception Manuscript profile
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        426 - Structural model of the impact of innovation culture on market performance with mediating role, marketing and product innovation in Tabriz auto parts manufacturing companies.
        yagub akaber vahid fattahi sarand Jebreil Marzi Alamdari
        The purpose of this research is the structural model of the impact of innovation culture on market performance with the mediating role of marketing innovation and product innovation in Tabriz auto parts manufacturing companies. The research method is descriptive-survey. More
        The purpose of this research is the structural model of the impact of innovation culture on market performance with the mediating role of marketing innovation and product innovation in Tabriz auto parts manufacturing companies. The research method is descriptive-survey. The statistical population of the research included 190 managers of automobile parts manufacturing companies in Tabriz. The statistical sample was obtained using the table of Karjesi and Morgan 123. which was chosen randomly. In order to collect research data, a standard questionnaire was used. In this research, content validity was used to measure the validity of the questionnaire, and Cronbach's alpha coefficient was used to measure the reliability, and the validity and reliability of the questionnaire were confirmed. And in order to analyze the data while using descriptive statistics, structural path modeling was used based on partial least squares approach. The results of the research show that innovation culture has a positive and significant effect on market performance with the role of mediator, marketing and product innovation. Innovation culture has a positive and significant effect on marketing innovation and product innovation. Marketing innovation has a positive and significant effect on product innovation and market performance Manuscript profile
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        427 - Presenting the model of marketing capabilities based on knowledge management in the Khuzestan steel industry and its impact on the company's performance with a balanced scorecard approach.
        leila andervazh azadeh tajamir mohammad hosseinpour
        Today, in order to understand and meet the needs of customers and prevent them from turning to competitors, So . Therefore, many organizations have put their strategies in line with the use of knowledge management in order to improve marketing capabilities.. This study More
        Today, in order to understand and meet the needs of customers and prevent them from turning to competitors, So . Therefore, many organizations have put their strategies in line with the use of knowledge management in order to improve marketing capabilities.. This study is applied in terms of purpose and from the point of view of the mixed approach (qualitative-quantitative) which was carried out using the foundational data theory. The data of the qualitative stage were collected through interviews with 15 experts in the field of marketing, who were selected through the purposeful sampling method, and analyzed with Max.QD.E software.Quantitatively, a questionnaire of 113 questions based on the categories resulting from the qualitative section was created and validated by the researcher to evaluate the proposed model by 200 employees of Khuzestan steel industry who were selected by random sampling and based on G*power software. And it has been analyzed by PLS software. The results obtained from the qualitative analysisIt led to the final model of marketing capabilities, which has 11 main categories which are knowledge management, analysis of competitors, customer and product in the role of "contextual factors" of the market in the role of "environmental conditions", advertising, brand, distribution network, management strategies, technological strategies and training in the role of "strategies and strategies" and marketing capacities in the role of "main category" and company performance in the role"Consequence" has been identified. In the quantitative part, the findings indicated the good fit of the proposed model Manuscript profile
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        428 - Designing a social capital model and evaluating it in the field of marketing of melli and mellat banks
        farshid namamian ali mir fakhredin maroofi alireza moradi
        The aim of this study was to design and test a model for the development of social capital in the marketing department of MELLI and MELLAT banks with a qualitative method. The research is applied in terms of purpose, analytical and exploratory in terms of method, and qu More
        The aim of this study was to design and test a model for the development of social capital in the marketing department of MELLI and MELLAT banks with a qualitative method. The research is applied in terms of purpose, analytical and exploratory in terms of method, and qualitatively phenomenological. Identification of dimensions and indicators of social capital by phenomenological method was obtained through semi-structured interviews in the form of recording the lived experiences of 12 managers of marketing and advertising departments of MELLI and MELLAT banks using sampling to achieve theoretical adequacy. The significance test of the model was performed by structural equation method. The final model includes three dimensions (structural and administrative, cognitive and educational, behavioral and communication) and 10 main categories (social banking, employee empowerment, social structuring, insight and knowledge, interaction and networking, pioneering, institutional support, intra-organizational relations, participation Social, social relations) and 36 sub-categories (indicators) was found. Manuscript profile
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        429 - Understand the digital marketing environment with KPIs and web analytics in the healthcare environment.
        Neda Kavosi
        Nowadays, with the expansion of business space on the basis of digital services, the use of this space in order to develop marketing activities has expanded more than before, but to develop this marketing, it is necessary to determine indicators in spaces related to dig More
        Nowadays, with the expansion of business space on the basis of digital services, the use of this space in order to develop marketing activities has expanded more than before, but to develop this marketing, it is necessary to determine indicators in spaces related to digital field such as website. The key to success and executive action. Without accurate knowledge of key indicators in this area, marketing activities can not be directed in the right direction and should be done using appropriate methods to determine the key indicators of digital marketing, which is considered in this article. This research is in the field of applied research in terms of method, which is a descriptive survey research. To analyze the data, the opinions of the expert group in the field of health marketing have been used. Also, the data analysis tool is the fuzzy Delphi method and the data collection method is a questionnaire. Based on the results of this research, indicators have been identified in the two sections of digital marketing and web analysis, and 16 key indicators have been presented. Using the opinions of 12 experts, these indicators have been evaluated, based on which all these indicators have been approved as key indicators. Manuscript profile
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        430 - Presenting the relationship model of customer hostility with mixed elements of marketing in the Modirankhodro company
        Aliasghar Poorteymoor soheila zarinjoy alvar fereydoun omidi
        In the current changing and uncertain conditions, businesses must expand their tangible and intangible resources and internal capabilities so that they can respond appropriately to environmental changes. Therefore, they can achieve long-term goals if they have a written More
        In the current changing and uncertain conditions, businesses must expand their tangible and intangible resources and internal capabilities so that they can respond appropriately to environmental changes. Therefore, they can achieve long-term goals if they have a written strategic planConsumer hostility is one of the limiting factors of the globalization of markets and its effects on purchase decisions are considered to be one of the most important topics in the field of marketing and consumer behavior, which are less studied than other concepts in this fieldThe purpose of this research is to provide a model to explain the relationship between customer hostility and mixed elements of marketing in the company of Modirankhodro in a qualitative method based on ground theory. became.Sampling continued using the snowball method and reaching theoretical saturation. Finally, 11 people were interviewed and the results of the interviews were analyzed using MAXQDA software. The main findings of the research are presented in two parts: conceptual framework and conceptual model. Manuscript profile
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        431 - Investigating electronic customer relationship management in marketing behaviors with regard to the mediating role of social responsibility in Golestan Gas Company
        Nezareh Kord parviz saeidi Roohalla Samiee Samereh Shojaee
        The pupoose of this research is to investigate the relationship management with electronic customer in marketing behaviors regarding the mediating role of social responsibility. Delphi analysis has been used to measure electronic customer in marketing relationship manag More
        The pupoose of this research is to investigate the relationship management with electronic customer in marketing behaviors regarding the mediating role of social responsibility. Delphi analysis has been used to measure electronic customer in marketing relationship management and marketing behaviors. The statistical sample in this section includes; there are 22 academic, organizational and experimental experts who were selected using the snowball technigue. Based on the results, the constituent elements of electronic Customer Management include six dimesions; Communication factors, electronic factors, technological factors, Management factors, information factors and Stimulating factors. Also marketing behaviors include four dimensions; Marketing factors, behavioral factors, organizational factors and environmental factors. Next, 108 questionnaires that were answered by the deputies, experts and employees of Golestan Gas Compani were analyzed and the results showed that there is a positive and significant relationship between electronic customer relationship management and marketing behaviors. Also, social responsibility has a mediating role in the relationship between electronic customer relationship management and Marketing behaviors. Manuscript profile
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        432 - Examining and explaining the role of knowledge management on improving sales of pharmaceutical products through mediation Experiential marketing (case study: pharmaceutical manufacturing company)
        Hossin khorshidvand Mansour Torkiantabar farzad asayesh
        The purpose of the current research is to explain the role of knowledge management on improving the sale of pharmaceutical products or mediating experiential marketing in a pharmaceutical company. The research method is descriptive-survey. The statistical population of More
        The purpose of the current research is to explain the role of knowledge management on improving the sale of pharmaceutical products or mediating experiential marketing in a pharmaceutical company. The research method is descriptive-survey. The statistical population of the research includes 400 employees of the toliddaru Company, of which 196 were selected as a sample based on Cochran's formula. A simple random method was used to select the samples. To collect quantitative data, three Lawsen knowledge management questionnaires, Ray and Tang sales performance questionnaires, and experimental marketing researcher questionnaires were used. The reliability coefficient of each questionnaire based on Cronbach's alpha coefficient is 0.822, 0.987 and 0.938 respectively. In this research, inferential statistics methods such as the Kolmogronov-Smirinov test to measure the normality of the data distribution and the simple linear regression test to test the hypotheses were used in the environment of SPSS26 statistical software and pls statistical software. The findings showed that from the perspective of the employees of the toliddaru Company, knowledge management is effective in improving the sales of products through the mediation of experiential marketing. The findings also showed that each of the components of knowledge management (knowledge creation, knowledge absorption, knowledge organization, knowledge storage, dissemination of knowledge and application of knowledge) with the mediating role of experiential marketing is effective in improving the sales of the company's products. Manuscript profile
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        433 - The Impact of Sensory Marketing on Customer Loyalty in The Iranian Clothing Brand Industry: With an Emphasis on the Sensory Marketing Mix
        Mohammad hadi Asgari mehran Fazeli Veisari
        In the customer's interaction with the company, environmental information is received by the five senses. The compatibility or lack of compatibility of the environment's characteristics with the customer's sensory tastes can cause the customer's satisfaction or dissatis More
        In the customer's interaction with the company, environmental information is received by the five senses. The compatibility or lack of compatibility of the environment's characteristics with the customer's sensory tastes can cause the customer's satisfaction or dissatisfaction. The purpose of this research was to investigate the effect of mixed sensory marketing on customer loyalty in Iran's clothing industry. The research method is descriptive-survey and practical in terms of purpose. Considering that the statistical population of the research is unlimited and includes buyers and consumers of clothes from 18 Iranian brands in the age group of children, teenagers and adults, therefore, the sample size was determined using Cochran's formula of 384 and selected using non-probability sampling method. In order to collect the data, the mixed marketing questionnaires of Hassi-Kian and Loui, 2009, as well as the customer loyalty questionnaire by Vaida Kenopite, 2015, were used, which were subjected to confirmatory factor analysis, the general structure of the research questionnaires was subjected to content construct validity and homogeneity by Cronbach's alpha method. They were also approved. In order to analyze the data, structural equation technique was used using LISREL software. The results of the research showed that all sensory marketing components, except the interaction component, have a positive and significant effect on customer loyalty. Manuscript profile
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        434 - Providing of customer attraction model in digital marketing based on visual stimuli with a classical Grounded Theory (GT) Approach
        Bahman Narouei Hossein Hakimpour Mehdi Mehdi Mahmoodzadeh Vashan Mohammad Mohammadi
        Consumers' desire to check products is one of the challenges facing leading companies in digital marketing that they are trying to solve. Visual features in the presentation of products are the most apparent leverage in this direction. Therefore, this qualitative study More
        Consumers' desire to check products is one of the challenges facing leading companies in digital marketing that they are trying to solve. Visual features in the presentation of products are the most apparent leverage in this direction. Therefore, this qualitative study was conducted to determine which components and factors most effectively attract customers in digital marketing through visual stimuli.methodology: A Glaserian or Emergent approach methodology in grounded theory was employed to achieve the objectives. Data collected from 14 experts, concepts, and components in the interview were extracted until theoretical saturation was reached. A purposeful sampling method was used to select these experts.findings: Using MAXQDA software to analyze the fundamental and theoretical coding process, 465 open codes, 53 sub-components, and 15 principal components were identified in 6 categories. Based on the concepts conclusion: extracted from this study, the final model was developed around the central phenomenon of visual stimuli in digital marketing. According to the classical approach, these six cases are known as Glazer's 6 Cs. This study aimed to identify novel angles on how visual stimuli can be used in digital marketing. Moreover, it introduced a model of customer attraction based on visual stimuli in digital marketing. He has also filled in some gaps regarding the subject. Manuscript profile
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        435 - The effect of social media activities on the brand equity of Borujerd textile sleep goods with a combined method
        Peiman Valipour Parvin Rahmanpour
        The purpose of this research is the effect of social media activities on the brand value of Borujerd textile sleep goods with a combined method. The present study is of applied type. The research community in the current research is the customers of Borujerd textile sle More
        The purpose of this research is the effect of social media activities on the brand value of Borujerd textile sleep goods with a combined method. The present study is of applied type. The research community in the current research is the customers of Borujerd textile sleep goods, numbering 384 person. Using Cochran's formula for an unlimited population, the sample size is considered to be 384 persons. The research tool in this research is a standard questionnaire. The standard questionnaire of social marketing questionnaire of Van Wu (2011) which has 6 object. Product quality questionnaire designed and validated by Coelho and Hensiller (2012). Akler's (1991) brand equity questionnaire consists of 8 questions. Calculations were done through SPSS and SMART PLS software. The results of the research indicate that social marketing has an 86% effect on the brand value of textile sleep goods. Social marketing has an 88% impact on the quality of textile sleep products. The special value of the brand also has a 77% effect on the consumer's attitude. Manuscript profile
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        436 - The importance of privacy concerns in permission marketing
        Zahra Mohammadzadeh Emamverdikhan alireza Farokhbakht Foumani Rahmat Ali Saberi Haghayegh
        Nowadays, in a very competitive environment with dozens of techniques, business owners are looking for newer ways to introduce and sell more diverse products and services to customers, but they face receiving negative responses from most customers because most of their More
        Nowadays, in a very competitive environment with dozens of techniques, business owners are looking for newer ways to introduce and sell more diverse products and services to customers, but they face receiving negative responses from most customers because most of their messages are sent when people are not focused. and sometimes, due to the sensitivity of most customers to the security of personal information, they consider receiving unwanted advertisements with different topics a nuisance. Godin 1999 introduced permission marketing in the book "Permission Marketing Turning Strangers into Friends and Friends into Customers" which refers to direct marketing activities that require consumers' consent to contact and introduce and advertise the products and services of a business to customers with a particular company. The present study was quantitative applied research. First, the data, models, and theoretical literature conducted in this field were collected and the appropriate model was selected and distributed in the field by distributing a combined 38-question questionnaire (standard and researcher-made based on Likert's five-point spectrum) in the statistical population with 384 online and offline customers receiving services from the city of Rasht was done. 7 proposed hypotheses were confirmed. Privacy concerns were explained by 88% and permission by 50%. Manuscript profile
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        437 - The effect of entrepreneurial marketing model dimensions on the performance of Iran's hotel industry after Corona
        AliAsghar negahdary Hossein Janatifar Peyman Ghaffari Ashtiani hossein shirazi
        The Covid-19 pandemic has affected economic and service sectors through quarantine measures, disruption of global supply chains, weaker domestic and foreign demand for goods and services, and reduced international tourism. Entrepreneurial marketing is very decisive and More
        The Covid-19 pandemic has affected economic and service sectors through quarantine measures, disruption of global supply chains, weaker domestic and foreign demand for goods and services, and reduced international tourism. Entrepreneurial marketing is very decisive and vital in the survival, performance and success of business. The current research was conducted with the aim of investigating the impact of entrepreneurial marketing model dimensions on the performance of Iran's hotel industry after Corona. The statistical population of the Iranian hotel industry managers is 1351 people. The sample size is 299 people using Cochran's formula. The statistical sample of the research was selected by simple random sampling. The tool for collecting information is a researcher-made questionnaire. The validity of the questionnaire was checked and confirmed based on construct, diagnostic and convergent validity and reliability of the questionnaire with Cronbach's alpha coefficient. The current study is a survey and applied type. In this research, structural equation method and pls software were used to test the hypotheses. Based on the final results of the research, the dimensions of entrepreneurial marketing including value creation, customer orientation, innovation, risk taking, health and safety, pioneering and technology have had an impact on the performance of Iran's hotel industry after Corona. Manuscript profile
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        438 - The effect of international entrepreneurial marketing orientation on export performance in Iranian stone industry businesses
        Behzad Lalehzarimosalla Hadi Sanaeepour Mahmoudreza Cheraghali Mohammad sharif Sharifzadeh
        One of the important aspects of entrepreneurial business activity is activity in export fields. Export is a basic strategy for the growth and survival of companies and is considered as an important strategic opportunity for companies. In this situation, the internationa More
        One of the important aspects of entrepreneurial business activity is activity in export fields. Export is a basic strategy for the growth and survival of companies and is considered as an important strategic opportunity for companies. In this situation, the international entrepreneurial trend can lead the development of entrepreneurial businesses to foreign markets. Marketing plans are the main pillar of export-oriented companies, therefore, the purpose of this research is to investigate the impact of international entrepreneurial orientation on export-oriented marketing performance in Iranian stone industry businesses, which was carried out using a descriptive-survey method. The statistical population of this research was 180 experts and entrepreneurs of Iran's stone industry, 123 of whom were selected using Cochran's sampling formula. Sampling was done by simple random method and to collect data, Morris et al., 2002 International Entrepreneurial Marketing Tendency Questionnaire and Zou et al., 2009 Export Performance Evaluation Questionnaire were used. The results indicate that the component of international entrepreneurial marketing tendency, its variables which include hyperactivity, opportunism, risk management, innovation, attention to the customer, leveraging resources, and creating value, have an effect on the evaluation of export performance, variables Financial performance, strategic performance and export satisfaction have a positive and significant effect. Also, all the assumptions of this research were confirmed. Meanwhile, the variables of hyperactivity, value creation and opportunism have a stronger effect in measuring export performance. Manuscript profile
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        439 - Designing and explaining intelligent marketing based on the Internet of Things in the banking industry using the cognitive mapping method
        Seyed Mohammad Sadegh Shoaee Astaneh amir rahimpour Ali Hoseinzadeh
        The implementation of technological innovations in marketing activities has always had a significant impact on the competitive advantage and performance of businesses. Innovative marketing applications can not only help organizations achieve and maintain their competiti More
        The implementation of technological innovations in marketing activities has always had a significant impact on the competitive advantage and performance of businesses. Innovative marketing applications can not only help organizations achieve and maintain their competitive advantage but also assist them during economic crises. This mixed-method research is practical and based on a survey approach. The statistical population of the study consists of experts and specialists in the field of smart marketing and the Internet of Things (IoT). In the qualitative section of the study, 21 university professors in the fields of business management and information technology, as well as senior bank managers, participated. In the quantitative section, 12 experts were involved. In this research, MAXQDA software was used to analyze the qualitative part, as well as FCMapper and Pajek software to analyze the quantitative part of the research.The findings of this study indicate the identification of 17 main factors and 91 effective components in IoT-based smart marketing. Furthermore, the study used the cognitive map method to examine the relationships between the components. The results show that the consideration of consequences is the most central factor with a centrality value of 6.19 Moreover, the consideration of consequences has the highest impact, and the business model components have the most influence among the criteria. Manuscript profile
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        440 - Validation of social marketing of cultural products based on risk management (Study case: Isfahan Municipality's Cultural Vice-Chancellor)
        saeed aghasi masoud mokhtarikarchegani Mohammad Reza dalvi isfahan
        The present study is an applied-developmental research that was conducted with the aim of modeling social marketing of cultural products based on risk management. In terms of the method of data collection, it is also a descriptive-survey research. The community of parti More
        The present study is an applied-developmental research that was conducted with the aim of modeling social marketing of cultural products based on risk management. In terms of the method of data collection, it is also a descriptive-survey research. The community of participants of the qualitative part includes marketing professors and managers of Isfahan Municipality, 12 of whom were selected by purposive sampling method. The statistical population of the quantitative part also includes the citizens of Isfahan city, 384 of whom were selected by cluster-random method. The data collection tool is a semi-structured interview and a researcher-made questionnaire. The analysis of expert interviews was done with thematic analysis method and MaxQDA software. In the quantitative part, partial least squares method and Smart PLS software were used. Research findings showed that marketing infrastructure, non-financial risk management and financial risk management affect the social responsibility of the municipality. The social responsibility of the municipality also affects the combination of community-oriented marketing and internal marketing. Similarly, these factors affect customer orientation and service quality. Finally, increasing the social behavior of employees leads to the social marketing of cultural products. Manuscript profile
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        441 - Creating Brand Equity by Evaluating Social Media Marketing Strategies (Case Study: Borujerd Textile Brand)
        Fariba Rahmati Peiman Valipour
        One of the important factors for strengthening and creating brand equity are marketing strategies. Social network marketing has been described as an inherent ability to predict changes in customer demands. The clothing industry also has many advantages, such as; very hi More
        One of the important factors for strengthening and creating brand equity are marketing strategies. Social network marketing has been described as an inherent ability to predict changes in customer demands. The clothing industry also has many advantages, such as; very high added value; high employment; The low cost of creating employment and high foreign exchange are among the industries that can help the sustainable and dynamic development of the country's economy by strengthening its position by creating brand equity and using new marketing methods and gaining a competitive advantage. The purpose of this research is to investigate the effect of social media marketing strategies on the creation of brand equity of Borujerd Textile Company. This research in terms of method; A description of the type of correlation and in terms of purpose; It is considered practical. The statistical population of this research includes all customers of Borujerd Textile Company. 150 people were selected from among the customers of Borujerd textile company, Sari branch, by simple random sampling method. In order to collect data, a standard questionnaire of 23 questions of Brand Aker (1990) was used, and the reliability of this questionnaire was confirmed using Cronbach's alpha coefficient, 0.916. SPSS v.22 and Smart PLS 4 software were used for descriptive and inferential analysis of the collected data. The overall results of the research showed that social media marketing strategies have a significant positive effect on brand awareness, brand associations, brand loyalty and perceived quality, and are effective in creating brand equity. Manuscript profile
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        442 - Comparison of Distance-Based Fuzzy MCDM Techniques to Evaluate Marketing Strategies for Tourism-Pilgrimage Hotels During a Pandemic
        Milad Khajiyan Sheini Pour Mohammad Hemati
        10.30495/fomj.2022.1960102.1070
        Manuscript profile
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        443 - Effects of a Fat Soluble Vitamin Premix on Performance Indices and Hematological Parameters in Slow- and Fast- Growing Broiler Chicks within a Flock
        T. Pakzad H. Khosravinia B. Masourei B. Parizadian Kavan
        Manuscript profile
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        444 - Predicting product choice by customers based on neuromarketing with Chaotic salp swarm algorithm
        Marzieh Maleki Zahra Dasht Lali
        10.30495/jmemiau.2024.709547
        Understanding how consumers make decisions is one of the important things in customer behavior that is addressed by neuromarketing. The purpose of this article is to present a new solution in neuromarketing by receiving brain signals and extracting and selecting importa More
        Understanding how consumers make decisions is one of the important things in customer behavior that is addressed by neuromarketing. The purpose of this article is to present a new solution in neuromarketing by receiving brain signals and extracting and selecting important features and classification to increase the prediction of product selection by customers. In this article, brain signals from twenty-five participants who have seen the products have been received and characterized by the high-order spectrum method. In order to select the best features, in this article, the swarm algorithm of salp chaos has been presented, which can identify the effective features with high search power, and for the final prediction, different classifications have been used in the form of multiple learning. In the proposed model, the high-order spectra method was applied in extracting the phase information of the electroencephalogram signal in order to investigate the relationship between liking and disliking the product, which included more than seven hundred features. Then feature selection was used with the improved Salp swarm algorithm with logistic chaos mapping and the features were reduced from 742 to 198 features. The results showed that the proposed model was able to have an average accuracy of 75.99% in detecting the choice of users in all products, which shows a 3.75% improvement in the results compared to similar researches. Manuscript profile
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        445 - The effect of product innovation capacities, market intelligence, pricing and marketing communications on the international performance of companies with the role of mediator of competitive advantage (case study: Asa Tejarat Caspian Company in Mazandaran province)
        نادی علیزاده علی توان
        10.30495/jmemiau.2023.705828
        The purpose of this research is the impact of product innovation capacities, market intelligence, pricing and marketing communications on the international performance of companies with the role of mediator of competitive advantage (case study: Asa Tejarat Caspian Compa More
        The purpose of this research is the impact of product innovation capacities, market intelligence, pricing and marketing communications on the international performance of companies with the role of mediator of competitive advantage (case study: Asa Tejarat Caspian Company in Mazandaran province). This research is applied in terms of purpose and descriptive-survey in terms of method. The statistical population of the research includes all customers of Asa Tejarat Caspian in Mazandaran province, whose number is unknown. Cochran's unlimited population sampling formula was used to determine the required sample size. Based on Cochran's unlimited formula with 5% error, in this research, the sample number is 384 people, which is selected by the available non-probability method. The field method was used to collect the primary data, and the primary data collection tool was a five-choice Likert questionnaire, and the library method was used to collect the secondary data. The validity of the questionnaire has been used using the method of content validity and face validity, and its reliability has been calculated using Cronbach's alpha. Structural equation modeling method and SMARTPLS software were used to test the research hypotheses. The results of the research showed that product innovation capacities, market intelligence and pricing have a positive and significant effect on the international performance of companies with the mediating role of competitive advantage, but the capacity of marketing communication has no significant effect on the international performance of companies with the mediating role of competitive advantage.    Manuscript profile
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        446 - Determining the Optimal Marketing Strategy in the Hotel Industry with Multi-Criteria Decision Making Method (According to Zabul Hotels)
        parastoo sarani Alireza Shahraki
        10.30495/uf.2021.1934021.1005
        The purpose of this study is to select the optimal marketing strategy in the hotel industry in Zabol. In this research, indicators have been extracted by surveying ten experts and strategists in the hotel industry. Research options include three strategies of cost leade More
        The purpose of this study is to select the optimal marketing strategy in the hotel industry in Zabol. In this research, indicators have been extracted by surveying ten experts and strategists in the hotel industry. Research options include three strategies of cost leadership, focus, and differentiation based on the Porter model. After determining the indicators based on the model presented in Holi research, they have been weighted by Shannon entropy Multi-Criteria Decision Making method and then the options have been ranked by TOPSIS multi-criteria decision making method. The results of weighting the indicators show that the indicators of managerial capability, human resource assets, new market capabilities, customer relationship capability and finally reputation assets are of the highest to lowest importance, respectively. The results of ranking the options indicate that the cost leadership strategy is in the first rank and then the focus strategy and the differentiation strategy are in the second and third ranks, respectively.  Manuscript profile
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        447 - An Analysis of the Potential Abilities of Branding of Bandranzli, with an Emphasis on the Physical and Spatial Components, from the perspective of the mental images of the local stockholders of the brand locator
        Arian Minaei Hamid majedi ZahraSadat ZarAbadi
        The leading research in the descriptive-analytical method, along with library and field studies, is an attempt to measure the potential capacity of branding of Bandar Anzali from the perspective of an external audience of a potential spot brand. In support of the first More
        The leading research in the descriptive-analytical method, along with library and field studies, is an attempt to measure the potential capacity of branding of Bandar Anzali from the perspective of an external audience of a potential spot brand. In support of the first hypothesis of this study, based on the Friedman test with the calculated X2 statistic (73.435), and with a degree of freedom, 4, with 95% confidence, we concluded that the capacities and capabilities of the Antarctic, from the perspective of the mental images of the external audience, Becoming a branding city process. In the second hypothesis of this study, we also concluded that the elemental and spatial elements of Antarctica, in terms of the reminder of the name of Antarctica, do not have the same effects in the mental images of the external audience. Therefore, their effects will not be the same in the process of branding. Testing the second hypothesis by the topsis method has shown that natural elements or artifacts associated with seas and lagoons are the most important physical and spatial components that shaped the imagery of the potential audience of the Bandar Anzali brand from the city's name. Also, the competitive identity of an Anbar brand is consistent with three macroeconomic activities with the priorities of "Commercial and Maritime Transportation", "Tourism" and "Fishing and Fishing Industries" to compete with other urban brands. Manuscript profile
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        448 - Presenting a rural tourism marketing model with a qualitative approach theme analysis (Case study: Rudsar city)
        Emad Safari Siahkalroodi Ebrahim Abbasi mohammad ali nasimi Parviz Saiedi
        The development of rural tourism has a wide variety of effects and consequences and, given the natural and cultural capacities of the villages, can play an important role in revitalizing the villages, creating employment and income for the villagers, and protecting the More
        The development of rural tourism has a wide variety of effects and consequences and, given the natural and cultural capacities of the villages, can play an important role in revitalizing the villages, creating employment and income for the villagers, and protecting the natural heritage. Have historical and cultural and ultimately integrated and sustainable rural development. Have historical and cultural and ultimately integrated and sustainable rural development.The development of rural tourism has a wide variety of effects and consequences and, given the natural and cultural capacities of the villages, can play an important role in revitalizing the villages, creating employment and income for the villagers, and protecting the natural heritage. Have historical and cultural and ultimately integrated and sustainable rural development. The purpose of this study was to present a rural tourism marketing model in Rudsar city using theme analysis method. In order to conduct the research, a qualitative research approach and semi-structured interviews with experts in the field of tourism and marketing have been used. Sample size with logic Theoretical and judgmental sampling and until the achievement of theoretical saturation included a total of 12 people. Data encryption using software Max Kyoda is done. Findings show that rural tourism marketing model in Rudsar city with 11 main themes and 67 sub-themes including: attractions, infrastructure, culture, investment, environmental location, accessibility of facilities, skilled manpower, travel costs, promotion, Explained rules and regulations and education, and the themes of skilled manpower and culture with a coefficient of 0.78 and 0.55,respectively, have the most and least impact on rural tourism. Manuscript profile
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        449 - Analysis of Tobacco Marketing Challenges in Rural Settlement of Khorasan Razavi Province (Case Study: Boqmech Dehestan, Chenaran County)
        maryam Ghasemi Seyed reza hosseini kahnooj
        As a significant part of the agricultural sector's problems are related to the value chain and its end rings, the market for agricultural products, the present study addresses the main challenges of tobacco marketing in Iran from the point of view of tobacco beetles. Th More
        As a significant part of the agricultural sector's problems are related to the value chain and its end rings, the market for agricultural products, the present study addresses the main challenges of tobacco marketing in Iran from the point of view of tobacco beetles. The study area is a tobacco production pole in Razavi Khorasan province, Baghche district, Chenaran province. The research method was descriptive and the statistical population consisted of 512 Tobacco Agents, which were selected by using the Cochran formula of 110 Tobacco Dogs and respondents were randomly selected and participated in the completion of the research questionnaire. In this research, 37 of the initial challenges were identified and questionnaire was used in the Likert spectrum through extensive literature studies and interviews with experts and tobacco workers. The reliability of the research tool was α = 0.703 and its validity was confirmed with 78.92% of the variance in the confirmatory factor analysis. The results of exploratory factor analysis showed that the identified challenges were as follows: the ten main factors with 81.86% of the variance explained. "The low awareness of farmers about tobacco marketing" with 17.09, "poor performance of trusted organizations" with 12.66 and "problems related to the price of tobacco and tobacco leaves" with 9/11 variance were three challenges, respectively The basic marketing of tobacco is. Studies show that ten major challenges identified in tobacco marketing have led to farmer exploitation in this unbalanced system, therefore, given that tobacco has a different legal context in marketing, Manuscript profile
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        450 - Explaining the dimensions of experiential marketing on cultural tourism branding in Neishabur city
        fatameh faramarzpour parviz saeedi
        Cultural tourism destinations are particularly important because they provide opportunities for snapshots of the region's image and history, symbolizing the identity of a community &enhancing the vibrancy of local economies, &experimental marketing engages the m More
        Cultural tourism destinations are particularly important because they provide opportunities for snapshots of the region's image and history, symbolizing the identity of a community &enhancing the vibrancy of local economies, &experimental marketing engages the minds of tourists with knowledge, creative thinking &problem-solving experience, focusing on the perception &wisdom of individuals, and targets, through stimulation & convergence ,divergent customer thinking. The aim of this study is applied-developmental research ,in terms of implementation method, it is descriptive-survey research & correlational research. The information required for the research is obtained through a questionnaire. The statistical population of this study is the relevant experts and professors who were selected based on non-random method and snowballs 20 people were selected. And research questionnaire was given to them. To determine the relations &leveling the dimensions of experimental marketing in branding cultural tourism in Neishabour city, the method of interpretive structural equations has been done using Lisrel software. Based on the findings, experimental marketing factors were classified into 4 levels. The experience of the five senses is at the fourth level of the model, it has the highest impact & the least impact on the model. Identity experiences are at the third level of the model, after sensory experiences, it has the highest impact compared to other components. Behavioral responses are at the second level of the model, more effective than the factors of previous levels. Emotional, interactive and exciting experiences are at the first level of the model, with minimal impact ,maximum impact on the model. Manuscript profile
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        451 - Investigating and prioritizing the effective marketing variables in tourists attraction Case study: villages in the central part of Kashmar province
        Khadijeh Bouzarjmehri Ali Vaez Tabasi
        Nowaday, tourism in rural areas has become especially important as a means to the welfare of local communities. Although most of the rural areas of the country have a lot of tourism potentials, they require an accurate identification of the capacities and assessment of More
        Nowaday, tourism in rural areas has become especially important as a means to the welfare of local communities. Although most of the rural areas of the country have a lot of tourism potentials, they require an accurate identification of the capacities and assessment of the existing situation, so that they can be used to sustainably develop and empower these areas. Today, all countries try to increase their share of this industry yearly, attract more tourists and earn more income. Increasing the country's share of this industry requires the development of appropriate infrastructure, advertising and marketing. Therefore, the purpose of this study was to investigate and prioritize the effective factors and variables of marketing in attracting tourists in the villages of central part of Kashmar, which has a high tourism capacity. The research method is analytical and descriptive and based on library studies, documentary and field studies. SPSS and Expert Choice software were used to analyze the data. The results showed that among the influencing rural tourism attraction factors,advertising and marketing respectively with the weight of 0.209 and 0.074, are the highest and lowest factors. Also, the results of single-sample t-test showed that the average of all variables was higher than the theoretical mid-point 3, which indicates the high impact of variables on attracting tourists. Meanwhile, control and stabilization of the rate of goods and services and the development of infrastructure and outsourcing in the development of tourism industry in the central part of Kashmar city was proposed. Manuscript profile
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        452 - planning and organizing the Yasouj market with an emphasis on reducing traffic With a participatory approach
        fatemeh sharafhan hossein ghazanfarpour hojjatallah sharafi
        Abstract:One of the most important problems in the cities of the country is related to the inadequate establishment of urban services activities in the city. In the city of Yasuj, the market is considered to be the economic heart of the city, and the increase in traffic More
        Abstract:One of the most important problems in the cities of the country is related to the inadequate establishment of urban services activities in the city. In the city of Yasuj, the market is considered to be the economic heart of the city, and the increase in traffic in this section has created functional-functional and traffic-access problems for the citizens. The method of this research is descriptive-analytic. The research data were analyzed using SPSS software using SPSS software, using descriptive and library references and statistics. For data analysis, SPSS software was used, as well as soft The GIS ARC software was used to produce maps and SWOT and QSPM models were used to analyze the information. The results of the research show that functional, economic, social, environmental, managerial, access and traffic indicators are not acceptable in terms of citizens and do not have a good level in the Yasuj market. Creating a parking lot in the market area can be effective in reducing market traffic by limiting the availability of land in this market, as well as passing salespeople to another point in organizing market boundaries. Emphasizing the proper and efficient public transport system in the market to reduce the use of single-seat vehicles is one of the most important strategies for planning and organizing the Yasuj market, with an emphasis on reducing traffic. Manuscript profile
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        453 - Evaluate the effect of marketing mix on the perceived value, destination image and loyalty of Tourists (Case Study: Khalkhal City)
        nasrollah molaeihashjin saeideh esmaili mohammad alizadeh samaneh eskandari
        Introduction The marketing mix of tourism industry is a very useful tool for assisting managers in tourism destinations so that they can resolve the management issues and plan the tourism development of destinations. For this reason, based on marketing mix (7 P), it is More
        Introduction The marketing mix of tourism industry is a very useful tool for assisting managers in tourism destinations so that they can resolve the management issues and plan the tourism development of destinations. For this reason, based on marketing mix (7 P), it is possible to examine the impact of each of these elements on the quality and value that tourists understand from visiting the destination so that they can be visited by using appropriate marketing policies to enable tourists to visit and recommend to visit the destination that will eventually bring the economic development of the destination.MethodologyIt is a descriptive survey that aims to determine the effect of the selected elements of tourism marketing mix (price, physical evidence, people, distribution, product, process, promotion) on perceived quality, perceived value, destination image, and loyalty of tourists. The sample size is calculated 385 persons. By using the questionnaire, the spss software was used to analyze the data through the pearson correlation method.Geographical area of research Khalkhal city is located at a total area of 2,800 square kilometers in the north of the Iranian plateau between 48 degrees and 32 minutes in latitude, 37 minutes and 37 ° latitude from the west to eastern Azerbaijan Province and to the south to Zanjan Province to the south and distance from the provincial capital of 114 km.Results and discussion In order to analyze the results of the research, the Pearson correlation test (Table 4), the T test of the two independent samples (Table 5) and path analysis technique (Table 6) were used. The results show that the elements of tourism marketing mix had an effect on all dependent variebles.ConclusionThe results show that physical evidence, people and promotion have the greatest impact on quality, perceived value and loyalty of customers and finally on the image of Khalkhal. Therefore, we propose that managers of travel and leisure destinations should focus on the inner and key elements of the destination, such as advertising, promotion, and new attractions as a means of improving the perceptual quality of the destination. Manuscript profile
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        454 - Tourism in the city of Anzali, With Emphasis on Tourism Marketing
        seyeheh sedigheh hassani mehr elahe tabari
        Over time and with personal, social, economic, cultural and political relations becoming more complex, new needs have been defined for man, such as leisure time. City as the greatest human habitat has the highpotential and many facilities that can meet the needs and asp More
        Over time and with personal, social, economic, cultural and political relations becoming more complex, new needs have been defined for man, such as leisure time. City as the greatest human habitat has the highpotential and many facilities that can meet the needs and aspirations of its cites endsandvisitors. So the city has always been considered as the origin and destination. This study is based on positivism and studies objective phenomena in the city or in other words describes the present situation of the city in the view of tourism. There searchmethod which has been used is descriptive-analytical. The statistical community is formed by tourists who have visited the city. 400 samples have been studied as the static community. The volume of the sample is obtained according to the Morgan Table. Information collected through various means, including the document sand carried out field surveys and questionnaire. EXCEL and SPSS computer applications were used. According to the hypothesis, the results of the study show that changes in service centers do not fit with the increasing population of tourists and the free zones an incentive there than a tourist tripping mind. But free trade is ain terms of passengers does not play a role in tourism activities. Also serious lack of quantitative and qualitative development centers to serves a challenge to the city's tourism market is considered. The result of objective evidence and test hypo the sassing in ferential statistics also confirm that the same. Manuscript profile
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        455 - Priority Setting to Influential Factors in the Hotel Management Industry Marketing with Emphasis on AHP Method (A Case Study: Guilan Province)
        ali gholipour
        Hotel management is a branch of tourism industry, and is classified as one of the service activities in the marketing issues. In contrast to the goods, services are invisible and intangible in nature. Owing to this fact, customer satisfaction is a tough issue to achieve More
        Hotel management is a branch of tourism industry, and is classified as one of the service activities in the marketing issues. In contrast to the goods, services are invisible and intangible in nature. Owing to this fact, customer satisfaction is a tough issue to achieve. The present article includes a survey of 30 hotel managers in Guilan province on how to provide customer satisfaction and classify its dimensions, and through utilizing the analysis of hierarchy process (AHP), and Expert Choice soft ware, pair comparisons for customer satisfaction were done, and the dimensions are compared and prioritized through eight elements associating the service marketing including price, product, distribution, promotion, processing, physical evidence, personnel and productivity. The “price” factor among the elements associating the hotel management marketing gained the highest priority to provide customer satisfaction. The logicality of the priority setting in the aforementioned eight elements was confirmed by the hotel managers and the customers, and the order of the other priorities was set respectively as the personnel, product, promotion, distribution, processing, physical evidence, and productivity. Manuscript profile
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        456 - عملکرد آنتوریوم (Anthurium andraeanum Lind) تحت تأثیر کودهای آلی و معدنی مختلف
        انریکه ای بیناس جونیور گیلبرت وی لومنتاک امینا آ موکادم
        تولید آنتوریوم بخش مهمی از صنعت گلکاری و گل­ های شاخه بریده است. تلفیق منابع تغذیه آلی و معدنی، برای تولید آنتوریوم یکی از بهترین عملیات مدیریتی است. این مطالعه برای دستیابی به تاثیر کودهای آلی و معدنی به­ عنوان منابع تغذیه خارجی روی عملکرد آنتوریوم انجام شد. ای More
        تولید آنتوریوم بخش مهمی از صنعت گلکاری و گل­ های شاخه بریده است. تلفیق منابع تغذیه آلی و معدنی، برای تولید آنتوریوم یکی از بهترین عملیات مدیریتی است. این مطالعه برای دستیابی به تاثیر کودهای آلی و معدنی به­ عنوان منابع تغذیه خارجی روی عملکرد آنتوریوم انجام شد. این پژوهش با دو فاکتور در قالب طرح بلوک­های کامل تصادفی (RCBD) 3×3، طراحی شد. داده ­ها با ANOVA تجزیه و تحلیل شدند. مقایسه میانگین تیمارها با کمک آزمون معنی­ داری تفاوت­ ها در توکی (HSD) انجام شد. فاکتورهای مختلف عبارت بودند از: M1: پوست نارگیل، M2: پوست نارگیل با کود مرغی و M3: پوست نارگیل با کود گاوی در فاکتور A؛ فاکتور B شامل F0: بدون کود معدنی، F1: 60-60-90 (NPK) و F2: 30-30-45 (NPK). نتایج نشان داد که کودهای مرغی و گاوی به­ عنوان بخشی از بستر کاشت، به شکل معنی ­داری رشد آنتوریوم را بدون در نظر گرفتن مقدار مصرف، بهبود می­ بخشند. درآمد خالص بعلاوه برگشت سرمایه در همه تیمارها، منفی بود. Manuscript profile
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        457 - Shading Impact on Qualitative Characteristics and Chlorophyll Content of Cut Rose (Rosa hybrida cv. Avalanche)
        Ali Dolatkhahi Mansour Matloobi Alireza Motallebiazar Navid Vahdati
        Light intensity is considered a limiting factor in greenhouse rose production. The main aim of this experiment was to evaluate the effect of shading treatments (0, 25, 50, and 65% shading) on quality and chlorophyll content of cut rose (Rosa hybrida cv. Avalanche), unde More
        Light intensity is considered a limiting factor in greenhouse rose production. The main aim of this experiment was to evaluate the effect of shading treatments (0, 25, 50, and 65% shading) on quality and chlorophyll content of cut rose (Rosa hybrida cv. Avalanche), under greenhouse conditions. The experiment was planned in randomized completely block design with four replications. All shoots were bent downwards from above the second bud after removing the young flower bud. Shading significantly affected on bud sprouting, flowering stem fresh and dry weight and flowering stem diameter, so that earliest bud sprouting, highest flowering stem, fresh and dry weight and flowering stem diameter were observed in no shading treatment. However, shading had no significant effect on flowering stem length and leaf area, but specific leaf area increased with shading percentage increment at 65% shade. Results of total chlorophyll content as well as chlorophyll a and b showed a decrement with increasing of shading percentage. In general, shading could be a cause of low-quality in cut roses; therefore greenhouse roses growers should consider greenhouse architecture to maximize light deep penetration. Manuscript profile
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        458 - Effective Strategies in Marketing Development of Agricultural Products
        Solieman Rasouliazar Milad Perani Loghman Rashiedpour
        Manuscript profile
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        459 - Analysis of Processing Methods, Marketing Channels and Profitability Determinants of Selected Cassava Products in Kogi State, Nigeria.
        Daniel Ekpa Segun Adeola Umar Mukhtar Mary Ekpa
        Manuscript profile
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        460 - Profitability Analysis and Constraints to Pepper (Capsicum Sp) Marketing in Ijumu Local Government Area, Kogi State, Nigeria
        Ufedo Shaibu Felix Oyibo Stephen Ibitoye
        Manuscript profile
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        461 - Impact of Feed Sources and Feeding System on Milk Production and Marketing in the Babille District of East Hararghe Zone, Ethiopia
        Ajabush Dafar Bedasa Tebeje
        Manuscript profile
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        462 - Tomato Value Chain Information System in Tanzania: Lessons from Kilolo District and Dodoma Municipality, Tanzania
        S.Y Nyamba V.J Kalungwizi M.R.S Mlozi I.M Busindeli F.T.M Kilima C.P Msuya-Bengesi B.B Chija Z.S.K Mvena M Gabagambi S.M Gjotterud E Kiranga
        Manuscript profile
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        463 - Analysis of Production and Marketing Constraints of Tomato among Rural Farmers in Talensi Nabdam District of Upper East Region of Ghana
        Farida A Fariya A
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        464 - An Assessment of Agricultural Marketing Information System among Farmers Associations in Kano State, Nigeria
        Hassan Ibrahim Zhou Jing Ibrahim Abdu Mustapha Sanusi Nafiu Bala Sanda
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        465 - Sustainable Information Exchange and Market Access: Use of Mobile Phone in the Marketing of Food Crops by Farming Households in Rural South East Nigeria
        Agwu N. M. Obasi R. O. Oteh O. U Anuakpado P. A
        Manuscript profile
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        466 - Comparison Study of Application of ICT on Marketing of Agricultural Crops in Iran
        Mohamad Kamal Ebrahimi Filouri Azita Zand Mohammad Mohammadi
        Manuscript profile
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        467 - Marketing Performance of Salad Vegetables: The Case of Cabbage Marketing in Abia State, Nigeria
        Osondu, C. K. Nwadike F. C Ijioma J. C. Udah S.C. Ugboaja C .I.
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        468 - استراتژیهای بازاریابی محصولات ارگانیک در ایران
        محمود محمدیان محمدعلی داداشی
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        469 - کشاورزی ارگانیک: غذا برای مصرف‌کنندگان سبز آتی در ایران
        یلدا رحمتی غفرانی محمد طالقانی ابراهیم چیرانی
        در طول اعصار، کشاورزی دچار تغییرات گوناگونی شده است و همواره انسان مهم­ترین عامل تغییر در آن بوده است. در قرن اخیر به علت رشد روزافزون جمعیت، نگرش اولیه انسان به طبیعت که نگرشی دوستانه بود جای خود را به ارتباطییک طرفه و علیه طبیعت داد؛به­طوری­که کودهای شیمیا More
        در طول اعصار، کشاورزی دچار تغییرات گوناگونی شده است و همواره انسان مهم­ترین عامل تغییر در آن بوده است. در قرن اخیر به علت رشد روزافزون جمعیت، نگرش اولیه انسان به طبیعت که نگرشی دوستانه بود جای خود را به ارتباطییک طرفه و علیه طبیعت داد؛به­طوری­که کودهای شیمیایی، سموم دفع آفات نباتی،فراورده­های هورمونی و غیره به بخش کشاورزی وارد شدند و به کمک بهره­گیری از ارقام اصلاح شده، جهش­های بزرگی در افزایش تولید محصولات کشاورزی بوجود آمد تا به تقاضای روبه رشد موادغذایی پاسخ داده شود.اما این افزایش تولید، مشکلات زیست­محیطی و بهداشتی برای تولیدکنندگان و مصرف­کنندگان را نیز در پی داشت. افزایش آگاهیمصرف­کننده درباره موضوعات زیست­محیطی منجر به افزایش توجه به مصرف غذای ارگانیک گشته است. این امر موجب افزایش تحقیقات ارگانیک شده است. اغلب این تحقیقات در کشورهای توسعه یافته انجام شده و سهم کشورهای درحال توسعه از آن آندک است. این مقاله اثرات دانش ارگانیک، ادراک از پیامدها، هنجارهای ذهنی، قیمت، اعتماد سبز، اثربخشی ادراک شده مصرف کننده، دسترسی، مزیت نسبی، تمایل به خرید ارگانیک را بر رفتار خرید ارگانیکمصرف­کنندگان ایرانی به­عنوان مصرف­کنندگان یک کشور درحال توسعه بررسیمی­کند. نتایجپژوهش، اثر قیمت، اثربخشیمصرف­کننده و ادراک از پیامدها را بر تمایل به خرید محصولات غذایی ارگانیک تایید می­کند. درحالی­که دانش ارگانیک، اعتماد سبز، قیمت، اثربخشیمصرف­کننده و تمایل موثر بر رفتار خرید ارگانیک شناخته شده­اند. این مقاله کاربردهای نتایج تحقیق برای شاغلان حوزه کشاورزی و بازاریابان مطرح می­کند. Manuscript profile
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        470 - نگرش کارکنان نسبت به تعهد مدیریت به بازاریابی داخلی و تأکید مدیران بر ارتباطات داخلی غیررسمی در سازمان جهاد کشاورزی
        محمدرضا آزاده دل مهناز شکری
        منابع انسانی یکی از مهمترین عوامل مؤثر بر موفقیت در انجام کارها، حفظ شرایط و حفظ تعادل در سازمان است.  این مطالعه به دنبال تحلیل نقش کارکنان داخلی غیررسمی به عنوان واسطه در توجیه نگرش کارکنان سازمان جهاد کشاورزی استان گیلان ازطریق تعهد مدیریت به بازاریابی داخلی است More
        منابع انسانی یکی از مهمترین عوامل مؤثر بر موفقیت در انجام کارها، حفظ شرایط و حفظ تعادل در سازمان است.  این مطالعه به دنبال تحلیل نقش کارکنان داخلی غیررسمی به عنوان واسطه در توجیه نگرش کارکنان سازمان جهاد کشاورزی استان گیلان ازطریق تعهد مدیریت به بازاریابی داخلی است. جمعیت هدف از کارکنان سازمان جهاد کشاورزی تشکیل می‌شد. شرکت‌کننده‌ها ازطریق روش نمونه‌برداری تصادفی ساده انتخاب شدند. فرضیه‌ها به کمک مدلسازی معادلات ساختاری (SEM) و نرم‌افزار Smart PLS مورد آزمون قرار گرفتند. نتایج نشان داد که به خاطر تعهد کم مدیریت به بازاریابی داخلی در جامعة آماری، ارتباطات غیررسمی به سختی بین کارکنان و مدیریت ایجاد می‌شد و نگرش مثبت به کار در سطح پایینی قرار داشت. این موضوع زمانی اهمیت مضاعف می‌یابد که فرضیه تأیید شده باشد. اما شدت ضرایب حاکی از وجود رابطة متوسط بین متغیرهای اصلی این پژوهش‌اند. Manuscript profile
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        471 - تاثیر عوامل بازاریابی درون‌گرا برعملکرد بازاریابی (موردکاوی: صنعت رستوران درشهرستان رشت با تأکید بررستوران های بنانهاده شده برنامه های گیلکی)
        مهدی محمدی کوچصفهانی محمد جلیلی محمود نورایی
        هدف این پژوهش تاثیر عوامل بازاریابی درون‌گرا بر عملکرد بازاریابی است. جامعه آماری پژوهش را کلیة مشتریان شش رستوران بناشده با نام های گیلکی فعال در فضای مجازی شهر رشت تشکیل دادند. بر این اساس با استفاده از روش نمونه‌گیری دردسترس، نمونه‌ای به حجم 400 نفر انتخاب شدند. مقیا More
        هدف این پژوهش تاثیر عوامل بازاریابی درون‌گرا بر عملکرد بازاریابی است. جامعه آماری پژوهش را کلیة مشتریان شش رستوران بناشده با نام های گیلکی فعال در فضای مجازی شهر رشت تشکیل دادند. بر این اساس با استفاده از روش نمونه‌گیری دردسترس، نمونه‌ای به حجم 400 نفر انتخاب شدند. مقیاس‌های استاندارد پژوهش مدیریت  قابلیت‌مشاهده، گوش‌دادن فعال، ساخت انجمن، قصد تبلیغ دهان‌به‌دهان و قصد خرید بودند. تحلیل داده ها با استفاده از مدل­سازی معادلات ساختاری با نرم افزارAmos نسخه 24 مورد بررسی قرار گرفت. ضرایب تعیین متغیرهای وابستة پژوهش نشان می‌دهد که گوش‌دادن فعال، ساخت انجمن، مدیریت قابلیت‌مشاهده و قصد تبلیغ دهان‌به‌دهان توانسته‌اند 49 درصد از واریانس قصد خرید مشتریان را پیش‌بینی کنند. همچنین گوش‌دادن فعال، ساخت انجمن، مدیریت قابلیت‌مشاهده توانسته‌اند 28 درصد از واریانس قصد تبلیغ دهان‌به‌دهان مشتریان را پیش­بینی کنند. بنابراین می‌توان نتیجه گرفت که حضور فعال رستوران‌ها در بستر آنلاین ارتباط مستقیمی با قصد تبلیغ دهان‌به‌دهان و قصد خرید مشتریان دارد وتوجه به ابزارهای بازاریابی درون‌گرا نقش بسزایی در موفقیت کسب وکار آنها دارد. Manuscript profile
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        472 - طراحی مدل استراتژی بازاریابی صادرات چای برای بازارهای هدف
        علیرضا فرخ بخت فومنی وحیدرضا میرابی قاسمعلی بازایی حیدر امیران
        هدف اصلی این پژوهش کیفی، طراجی مدل استراتژی بازاریابی صادرت محصول چای به بازارهای هدف است. جامعه آماری شامل تمام کارشناسان در زمینه موضوع این پژوهش بوده است (232=N)، اندازه نمونه کل جامعه آماری در نظر گرفته شد. اطلاعات دسته دوم جهت جمع­آوری داده­ها و اطلاعات است More
        هدف اصلی این پژوهش کیفی، طراجی مدل استراتژی بازاریابی صادرت محصول چای به بازارهای هدف است. جامعه آماری شامل تمام کارشناسان در زمینه موضوع این پژوهش بوده است (232=N)، اندازه نمونه کل جامعه آماری در نظر گرفته شد. اطلاعات دسته دوم جهت جمع­آوری داده­ها و اطلاعات استفاده شد، و یک مصاجبه نیمه ساختاریافته به­عنوان ابزار پژوهش مورد استفاده قرار گرفت. پنج مرحله مصاحبه با کارشناسان انجام شد. برای بررسی وضعیت صادرات چای، مصاحبه اول با صادرکنندگان چای در سال 2016 انجام گرفت (87=n). مصاحبه دوم با مالکان کارخانه برای بررسی وضعیت برگ چای سبز و چای خشک و نیز مدل مربوطه انجام شد (170=n). در مرحله سوم، کارشناسان و متخصصان برای ارائه مدل پژوهش مصاحبه شدند. (50=n). مصاحبه چهارم با کارشناسان مرکز تحقیقات و سازمان چای جهت بررسی وضعیت چای سبز و تولید چای خشک و مدل اصلی انجام شد. سرانجام، برخس از مشاوران اقتصادی و بازرگانی ایرانی در مرحله پنجم مصاحبه شدند. نتایج نشان داد که صادرات مستقیم- شریک تجاری به­عنوان بهترین روش برای ورود به بازارهای هدف بود. شرکت در نمایشگاه­های مرتبط در کشور هدف و دعوت و حضور تجار بازار هدف در ایران به­عنوان مناسب­ترین روش برای نفوذ و استراتژی توسعه بازار تعیین شد. قیمت پایین با تحفیف بیشتر در استراتژی قیمت­گذاری مناسب بود. بهترین کیفیت و بسته­بندی به­عنوان بهترین روش برای استراتژی محصول انتخاب شد. انتخاب توزیع­کنندگان برتر در هر کشور و فروشگاه­های زنجیزه­ای برای توزیع محصول تعیین شدند. با استفاده از نام تجاری بازار هدف، بازاریابی دیجیتالی، منصفانه و شبکه­های اجتماعی به­عنوان مناسب­ترین استراتژی ترویجی شناخته شدند. همکاری باغدار و صاحبان کارخانه، بهبود کشاورزی باغات چای، ارتقا کیفیت برگ چای سبز و استفاده از انواع ماشین­آلات مدرن برای کشت و برداشت در استراتژی تولید بود. علاوه بر این، تمایز از طریق طعم و بوی خاص چای ایرانی، کیفیت بالا و طراحی جذاب بسته­بندی به­عنوان بهترین استراتژی تمایز تشخیص داده شد. Manuscript profile
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        473 - بررسی عوامل موثر بر بازاریابی محصولات کشاورزی ارگانیک(مطالعه موردی: شهرستان میاندوآب)
        Zohreh Jesarati Loghman Rshidpour Soleiman Rasouli Azar
        در موقعیت کنونی کشاورزی ارگانیک به سرعت در حال رشد و گسترش می­باشد در حالیکه فقدان دانش و مهارت برای مدیریت یک مزرعه ارگانیک و فقدان فرصت­های بازاری برای محصولات ارگانیک مهم­ترین دلیل برای عدم کاربرد فعالیت­های کشاورزی ارگانیک بوده است. بنابراین هدف کلی More
        در موقعیت کنونی کشاورزی ارگانیک به سرعت در حال رشد و گسترش می­باشد در حالیکه فقدان دانش و مهارت برای مدیریت یک مزرعه ارگانیک و فقدان فرصت­های بازاری برای محصولات ارگانیک مهم­ترین دلیل برای عدم کاربرد فعالیت­های کشاورزی ارگانیک بوده است. بنابراین هدف کلی این تحقیق تبیین عوامل موثر بر بازاریابی محصولات کشاورزی ارگانیک بود. این تحقیق از نوع تحقیقات پیمایشی- توصیفی و از نظر هدف کاربردی بود. ابزار پژوهش، پرسشنامه‌ای محقق ساخته بود که به منظور تعیین روایی ابزار سنجش، با استفاده از روش اعتبار محتوایی و پایایی آن از آزمون آلفای کرنباخ استفاده شد که مقدار این ضریب 89 درصد بدست آمد. جامعه آماری این پژوهش شامل کلیه کشاورزانی بود که محصولات ارگانیک تولیدی خود را به میدان تره بار میاندوآب عرضه کرده اند. حجم نمونه با استفاده از جدول مورگان- کرجیسی 148 نمونه تعیین شد و با استفاده از روش نمونه گیری طبقه­ای و تصادفی ساده انتخاب و در نهایت 150 پرسشنامه تکمیل و جمع­آوری شد. نتایج به دست آمده نشان داد که ارتباط معنی­داری بین بازاریابی محصولات کشاورزی ارگانیک با عوامل آموزشی، عوامل اقتصادی، عوامل اطلاعاتی، عوامل تولیدی و عوامل اجتماعی در سطح 05/0 وجود دارد. همچنین نتایج حاصل از تحلیل رگرسیونی نشان داد که متغیرهای عوامل تولید، عوامل آموزشی و عوامل اقتصادی 53 درصد از  تغییرات متغیر وابسته را تعیین کردند. Manuscript profile
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        474 - اولویت‌بندی عوامل مؤثر بر بهبود نظام بازاریابی لیمو ترش با استفاده از فرایند تحلیل شبکه ای (مطالعه موردی: شهرستان لارستان)
        علی علمی حمیدرضا میرزائی خلیل آبادی الهام خواجه پور محمدرضا زارع مهرجردی
        بازاریابی محصولات کشاورزی نقش مهمی در دستیابی اهدافی همچون توسعه کشاورزی، افزایش تولید و درآمد کشاورزان در کشورهای درحال توسعه دارد. تولید مرکبات خصوصاً لیموترش یکی از مهم­ترین محصولات کشاورزی در شهرستان لارستان (استان فارس) است. بنابراین، در این تحقیق عوامل مؤثر بر More
        بازاریابی محصولات کشاورزی نقش مهمی در دستیابی اهدافی همچون توسعه کشاورزی، افزایش تولید و درآمد کشاورزان در کشورهای درحال توسعه دارد. تولید مرکبات خصوصاً لیموترش یکی از مهم­ترین محصولات کشاورزی در شهرستان لارستان (استان فارس) است. بنابراین، در این تحقیق عوامل مؤثر بر بهبود نظام بازاریابی لیموترش در شهرستان لارستان اولویت­بندی شدند. داده­ها از طریق تکمیل پرسشنامه توسط خبرگان این موضوع در منطقه جمع­آوری شد و از روش فرایند تحلیل شبکه­ای(ANP) برای اولویت­بندی استفاده شد. معیارها در این تحقیق عناصر آمیخته بازاریابی (محصول، مکان، تبلیغ، و قیمت) بودند و برای هر معیار نیز زیرمعیارهایی انتخاب شدند. معیارها و زیرمعیارها بر اساس مطالعات قبلی و نیز نظر کارشناسان در منطقه انتخاب شدند. نتایج نشان داد که معیارهای محصول و تبلیغ  به ترتیب بالاترین و پایین­ترین اولویت را در بهبود نظام بازاریابی لیموترش در شهرستان لارستان دارند. به علاوه، بسته­بندی و طراحی مناسب برای ایجاد مزیت نسبی مهم­ترین زیر معیار در بهبود نظام بازاریابی لیمو ترش در منطقه است. همچنین زیر معیارهای ایجاد صنایع تبدیلی و استفاده از تعاونی های بازاریابی در رتبه های بعدی قرار گرفتند. با توجه به نتایج، پیشنهاد می­شود که بسته­بندی مناسب، صنایع تبدیلی و شرکت­های تعاونی در منطقه توسعه یابند.  Manuscript profile
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        475 - کاربرد روش داده بنیاد برای شناسایی و تحلیل عوامل موثر بر موفقیت بازاریابی محصولات کشاورزی ارگانیک ایرانی
        بهمن قاسمی مهرداد گودرزوند چگینی ابراهیم چیرانی
        هدف اصلی این مطالعه ارائه مدلی از عوامل موثر بر موفقیت بازاریابی محصولات کشاورزی ارگانیک ایران با استفاده از رویکرد کیفی مبتنی بر نظریه داده بنیاد بود. ابزار گردآوری داده ها مصاحبه های نیمه ساختار یافته با 12 مدیر بازاریابی شرکت های تولید کننده محصولات کشاورزی ارگانیک ا More
        هدف اصلی این مطالعه ارائه مدلی از عوامل موثر بر موفقیت بازاریابی محصولات کشاورزی ارگانیک ایران با استفاده از رویکرد کیفی مبتنی بر نظریه داده بنیاد بود. ابزار گردآوری داده ها مصاحبه های نیمه ساختار یافته با 12 مدیر بازاریابی شرکت های تولید کننده محصولات کشاورزی ارگانیک است که با روش نمونه گیری هدفمند انتخاب شده اند. تجزیه و تحلیل داده ها در سه مرحله کدگذاری باز ، محوری و انتخابی انجام شد که در آن 343 مفهوم کلیدی ، 111 کد و 32 زیر شاخه شناسایی و در پنج گروه اصلی شامل "عوامل مرتبط با محصول" ، "عوامل مرتبط با قیمت" ،. "عوامل مرتبط با ارتقاء" ، "عوامل مرتبط با مصرف کننده" و "عوامل مرتبط با تولید" طبقه بندی شد .در نهایت ، یک مدل جامع از عوامل موثر بر موفقیت بازاریابی محصولات کشاورزی ارگانیک ارائه شده است. Manuscript profile
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        476 - طراحی الگوی استراتژی های نوین بازاریابی محصولات جدید لبنی در ایران
        مریم کاظمی ایمن آبادی محمد طالقانی نرگس دل افروز
        صنعت لبنیات سهم عمده ای در ارزش افزوده و اشتغال بخش کشاورزی دارد. محصولات این صنعت با تامین ارزان ترین منابع پروتئینی کشور، سهم قابل توجهی در سبد مصرفی خانوار ایرانی دارا می باشد. به دلیل اهمیت این صنعت، دولت با اتخاذ سیاست های مختلف و اثرگذاری بر مولفه های بازار لبنیات More
        صنعت لبنیات سهم عمده ای در ارزش افزوده و اشتغال بخش کشاورزی دارد. محصولات این صنعت با تامین ارزان ترین منابع پروتئینی کشور، سهم قابل توجهی در سبد مصرفی خانوار ایرانی دارا می باشد. به دلیل اهمیت این صنعت، دولت با اتخاذ سیاست های مختلف و اثرگذاری بر مولفه های بازار لبنیات به ویژه شیر، به حمایت از تولید کنندگان و مصرف کنندگان این صنعت پرداخته است. اهداف این پژوهش شناسایی رابطه میان چرخه حیات محصول(بازار محصول در مرحله رشد و بلوغ) با استراتژی های نوآوری(گرایش به بازار و گرایش به یادگیری سازمانی) و استراتژی های بازاریابی(خلق و توسعه محصول جدید) می باشد. این تحقیق طی فروردین ماه الی شهریور ماه سال 97 در سطح شرکت بازارگستر پگاه منطقه یک کشور شامل استان های گیلان، آذربایجان شرقی، آذربایجان غربی، قزوین، زنجان و اردبیل به عنوان یکی از مناطق پنجگانه شرکت صنایع شیر ایران(پگاه) صورت پذیرفت.روش تحقیق پژوهش برحسب هدف از نوع کاربردی، بر‌حسب نحوه گردآوری داده‌ها از نوع پژوهش های میدانی و ابزار پرسشنامه محقق ساخته است. پژوهش حاضر از نظر روشاجرا از نوع پژوهش های توصیفی از شاخه همبستگی می‌باشد. نتایج تحقیق نشان می دهد که تمامی فرضیه های این پژوهش تایید و رابطه بین متغیرها معنی دار و مثبت بوده است. Manuscript profile
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        477 - Identifying and Ranking Marketing Strategies to Develop Iran's Leather Market: The Case of Maral Leather Company
        Hafez Mahfoozi
        Abstract The purpose of this study is to identify and rank the marketing strategy with the approach of development, market, leather, Iran in Maral Leather Company.The present study method was of mixed type of quantitative and qualitative type. Using the snowball method More
        Abstract The purpose of this study is to identify and rank the marketing strategy with the approach of development, market, leather, Iran in Maral Leather Company.The present study method was of mixed type of quantitative and qualitative type. Using the snowball method, 10 people were estimated as the final sample and were interviewed in depth.At the same time, the statistical population included managers, .In this stage, 10 people were selected as the final sample using the purposeful sampling method and answered the prepared questionnaire.Analysis of research data was performed in qualitative stage using open, axial and selective coding and in a small stage using SPSS software and using Friedman test.The results of this study: Induction was the most important criteria of segmentation strategy on product market development in Iranian leather industry, including managers' attention to strategic beliefs, the most important criteria of targeting strategy include how to exploit new and innovative markets and the most important criteria of positioning strategy It has been an industry.Also, according to the results of Friedman test in prioritizing the criteria of targeting strategy, targeting, positioning and segmentation in the Iranian leather market, are: attention, Iranian leather industry and exporters union to the appropriate strategy, identifying the position and personality of strategic resources and the need for strategic resources. Manuscript profile
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        478 - تبیین عوامل موثر در اثربخشی فروش به روش کیفی«تئوری زمینه‌ایی» (مطالعه موردی صنایع غذایی)
        محمد جوان بخت ابراهیم چیرانی سید محمود شبگو منصف
        امروزه شرکت‌ها به اهمیت فروش به خوبی واقفند و در تلاشند تا با افزایش حجم فروش در فضای رقابتی موجود در بازارها، وضعیت خود را تثبیت و یا بهبود بخشند. هدف تحقیق حاضر تبیین عوامل موثر در اثربخشی فروش است. این پژوهش از نوع کیفی است و از روش گراندد تئوری بمنظور شناسایی مقوله‌ More
        امروزه شرکت‌ها به اهمیت فروش به خوبی واقفند و در تلاشند تا با افزایش حجم فروش در فضای رقابتی موجود در بازارها، وضعیت خود را تثبیت و یا بهبود بخشند. هدف تحقیق حاضر تبیین عوامل موثر در اثربخشی فروش است. این پژوهش از نوع کیفی است و از روش گراندد تئوری بمنظور شناسایی مقوله‌های زیربنایی اثربخشی فروش شرکت‌ها استفاده می‌کند. داده‌های پژوهش از مصاحبه با 10 نفر از خبرگان صنعت مواد غذایی استان گیلان بدست آمدند. به منظور تحلیل داده‌های بدست آمده از روش کدگذاری در نرم افزار MAXQDA استفاده شد. یافته‌ها نشان از استخراج 287 مفهوم (با لحاظ تکرارها) از درون مصاحبه‌ها در مرحله اول (کدگذاری باز) داشت. با در نظر گرفتن ارتباط بین مفاهیم در سطح کدگذاری محوری (گام دوم) به 26 مقوله تقلیل یافتند، و در مرحله سوم (کد گذاری گزینشی) 6 مضمون شناسایی شد. مضامین شناسایی شده یا به عبارت دیگر عوامل موثر بر اثربخشی فروش سازمانی شامل جهت‌گیری‌های استراتژیک شرکت، قابلیت‌های بازاریابی، مدیریت کنترل فروش، عملکرد نیروی فروش و عوامل محیطی می‌باشند. اثربخشی فروش هم به ابعاد (مقوله) متشکل از سرمایه‌گذاری، سودآوری، سهم بازار و رضایت مشتری تقسیم بندی گردید. Manuscript profile
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        479 - طراحی مدل بازاریابی کارآفرینانه در صنایع خدماتی و تبدیلی
        مسعود تقی زاده نرگس دل افروز علی قلی پور سلیمانی وحید حقیقت دوستی سیار
        هدف رساله حاضر آن است که با کنکاشی نوپردازانه و ایجاد همگرایی موثر بین دوحوزه بازاریابی و کارآفرینی به تبیین چگونگی و چیستی مفهوم نوظهور بازاریابی کارآفرینانه پرداخته و با پیشنهاد چهارچوبی منطقی و فرایندگرا ، به طراحی مدل بازاریابی کارآفرینانه در صنایع خدماتی و تبدیلی ب More
        هدف رساله حاضر آن است که با کنکاشی نوپردازانه و ایجاد همگرایی موثر بین دوحوزه بازاریابی و کارآفرینی به تبیین چگونگی و چیستی مفهوم نوظهور بازاریابی کارآفرینانه پرداخته و با پیشنهاد چهارچوبی منطقی و فرایندگرا ، به طراحی مدل بازاریابی کارآفرینانه در صنایع خدماتی و تبدیلی بپردازد.صنایع خدماتی و تبدیلی که منابع بسیاری را از طریق ارائه خدمات و بهینه­سازی آن به مشتریان جذب می­کنند، می­توانند عامل موثری در رشد اقتصادی کشور به شمار آیند. با توجه به اهمیت صنایع و افزایش روزافزون رقابت­پذیری در میان آنها، بازاریابی کارآفرینانه نقش بسیار به­سزایی را در رسیدن به اهداف سازمانی و کسب بیشترین سود در صنعت ایفا می­کند. پژوهش حاضر از نظر روش تحقیق ، کیفی است و بـرای تحلیـل ادبیـات پـژوهش از روش فراترکیب استفاده شده است ، سپس با استفاده از روش دلفی دو مرحله­ای، نظـرات خبرگـان صنعت و کارآفرینان  براساس مقوله­ها و مفاهیم طبقه بندی شده و در نهایت براس سنجش همبستگی آماری میان متغیرها از ضریب کندال و برای قابلیت اعتماد اندازه گیری ها از شاخص درصد توافق استفاده شده است . نتـایج نشـان می دهـد مـدل بازاریـابی کارآفرینانه در این صنایع از سه مقوله عوامـل ایجادکننـده (عوامـل زمینه­ای، علی و محیطی)، ابعاد (دیدگاه­های مشتری محوری، خلاقیت، ریسک­پذیری، نوآوری، بازارمحوری و ایجاد فرصت) و پیامدها تشکیل شده است و تمامی عوامل با درصد توافق بالا بر بازاریابی کارآفرینانه در صنایع خدماتی و تبدیلی مؤثر بودند. Manuscript profile
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        480 - مدل مسئولیت اجتماعی شرکت‌ها در حوزه بازاریابی سبز با تاکید بر وابستگی به برند از دیدگاه مصرف‌کنندگان محصولات ارگانیک
        روزا طاعتی عبدالحمید ابراهیمی حمیدرضا سعیدنیا زهرا علیپور درویشی محمد طالقانی
        محصولات ارگانیک در توسعه پایبندی نظام بازرگانی به مسائل زیست­محیطی، عاملی مطرح جهت تعهد به مسئولیت اجتماعی شرکت‌ها در حوزه بازاریابی سبز می‌باشد. مطالعه با هدف ارائه و آزمون مدل مسئولیت اجتماعی شرکت‌ها در حوزه بازاریابی سبز از دیدگاه مصرف‌کنندگان محصولات ارگانیک با More
        محصولات ارگانیک در توسعه پایبندی نظام بازرگانی به مسائل زیست­محیطی، عاملی مطرح جهت تعهد به مسئولیت اجتماعی شرکت‌ها در حوزه بازاریابی سبز می‌باشد. مطالعه با هدف ارائه و آزمون مدل مسئولیت اجتماعی شرکت‌ها در حوزه بازاریابی سبز از دیدگاه مصرف‌کنندگان محصولات ارگانیک با تأکید بر وابستگی به برند صورت پذیرفت. مطالعه کاربردی و از نوع آمیخته و اکتشافی بوده است. جامعه آماری بخش کمی کلیه مشتریان محصولات ارگانیک در شهر تهران بوده‌اند که با توجه به جدول کرجسی-مورگان 385 نفر مورد نظرسنجی قرار گرفتند. تحلیل داده‌های بخش کمی نیز از طریق مدل معادلات ساختاری و نرم‌افزار PLS صورت پذیرفت. طبق یافته‌های بدست آمده در کدگذاری داده‌های کیفی پژوهش در مجموع 335 مفهوم استخراج شده که در 83 مقوله دسته‌بندی شدند. با توجه به دسته‌بندی مقوله‌ها (26 مقوله اصلی) در ابعاد مدل طبق رویکرد داده‌بنیان، مدل پژوهش ارائه گردید. همچنین تحلیل‌های کمی نشان داد که شرایط علی بر پدیده اصلی یعنی مسئولیت اجتماعی در حوزه بازاریابی سبز محصولات ارگانیک تاثیرگذار است. مسئولیت اجتماعی در حوزه بازاریابی سبز، شرایط زمینه‌ای و شرایط مداخله‌گر بر روی راهبردها تاثیرگذار هستند. علاوه بر این راهبردها نیز بر پیامدهای مدل تاثیرگذارند. مسئولیت اجتماعی در حوزه بازاریابی سبز به پذیرش و سلامت جامعه بستگی دارد. Manuscript profile
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        481 - ارزیابی مدلهای صادرات محصولات کشاورزی شمال زنجان
        رضا نوروزی نبی اله محمدی ابوالفضل مقدم
        هدف از این پژوهش ارائه مدل راهبردی توسعه صادرات محصولات کشاورزی شهرستان طارم و ارائه مدل مفهومی برای توسعه صادرات محصولات کشاورزی و است.برای گردآوری داده ها از مصاحبه های نیمه ساختاریافته استفاده شد و تجزیه و تحلیل اطلاعات به روش اشتراوس و کوربین انجام گرفت.نمونه گیری ب More
        هدف از این پژوهش ارائه مدل راهبردی توسعه صادرات محصولات کشاورزی شهرستان طارم و ارائه مدل مفهومی برای توسعه صادرات محصولات کشاورزی و است.برای گردآوری داده ها از مصاحبه های نیمه ساختاریافته استفاده شد و تجزیه و تحلیل اطلاعات به روش اشتراوس و کوربین انجام گرفت.نمونه گیری به روش نمونه گیری نظری بود و با بهره مندی از روش های هدفمند و گلوله برفی انجام شد که بر مبنای آن، مصاحبه با خبرگان مطرح در زمینه صادرات محصولات کشاورزی انجام شد. نتایج تحلیل داده‌های به دست آمده از مصاحبه‌ها، طی فرایندهای کدگذاری باز، محوری و انتخابی، منتج به راهبردی توسعه صادرات محصولات کشاورزی بر مبنای نظریه‌پردازی داده-بنیاد شد. با استناد به رهیافت سیستماتیک در نظریه داده-بنیاد کدهای شناسایی شده در شش طبقه هسته‌ای شامل عوامل علل، عوامل زمینه‌ای، عوامل مداخله گر،راهبردها و پیامدها قرار گرفتند. نتایج تحقیق نشان داد عوامل علی شامل عوامل مؤثر بر تولید، عوامل نهادی (دولتی، قانونی و حقوقی)، بازاریابی و فروش، عوامل اقتصادی، مالی و بانکی و عوامل رقابتی؛ عوامل زمینه‌ای شامل عوامل مؤثر زیرساختی و لجستیکی، عوامل مؤثر علمی، فناورانه و دانشی (نوآوری)؛ عوامل مداخله‌گر (عوامل فرهنگی، عوامل سیاسی و بین المللی)، راهبردها (کوتاه مدت، میان مدت و بلند مدت) و پیامدها شامل پیامد های مالی وغیر مالی در دو سطح کلان و خرد؛ بر توسعه صادرات محصولات کشاورزی تاثیر گذارند. Manuscript profile
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        482 - Factors Affecting Farmers` Higher Gain from Paddy Marketing: A Case Study on Paddy Farmers in North Central Province, Sri Lanka
        RPIR Prasanna SWGK Bulankulama RH Kuruppuge
        This study focused to identify the likelihood factors affecting on farmers’ higher gain from paddy marketing in the North Central Province of Sri Lanka, where the main paddy cultivation area of the country. The required data was drawn from the field survey carried More
        This study focused to identify the likelihood factors affecting on farmers’ higher gain from paddy marketing in the North Central Province of Sri Lanka, where the main paddy cultivation area of the country. The required data was drawn from the field survey carried out in three irrigation systems covering 257 farmers during July to August 2010. The empirical logit model was used to assess factors. The study found that imperfections of existing paddy marketing system in the area due to concentrated market power among few oligopolistic buyers. Furthermore, land size, land ownership, poor accessibility in formal sector credit market and farmers involvement in informal sector credit sources are critical to farmers’ decisions to gain higher returns from paddy marketing. The results further showed the need of reviewing the roles and functions of government extension services and farmer organizations with regard to the paddy marketing. Manuscript profile
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        483 - The Requirements of Organic Pomegranate Marketing from Paveh Growers Perspective
        Farhad Lashgarara Shaghayegh Ehtesham Maryam Omidi
        10.5455/ijamd.172531
        One factor that has highlighted the role of agriculture in the economy is to make the marketing system of agricultural products more efficient. The main purpose of this study was to identify the requirements of marketing the organic pomegranate of Paveh, Kermanshah Prov More
        One factor that has highlighted the role of agriculture in the economy is to make the marketing system of agricultural products more efficient. The main purpose of this study was to identify the requirements of marketing the organic pomegranate of Paveh, Kermanshah Province, Iran, from the perspective of farmers. In order to identify contributing factors, an exploratory factor analysis was used. The population of this study consisted of the pomegranate growers of Paveh (N=2000) and 320 people were selected using the Cochran formula and a proportional stratified sampling method. The main research instrument was a questionnaire that was completed by interview. Validity and reliability were confirmed using the feedbacks of advisors through 0.78 Cronbach's alpha coefficient. The results showed that the requirements were classified in eight factors of motivational improvement such as informing, technical, policy, economic, marketing, infrastructure, management, and social– services and they could explain 87 percent of the organic pomegranate marketing variance. Manuscript profile
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        484 - Analysis of Marketing Strategies in Dairy Processing Industries in Hamedan Province
        Atena Eftekhari Vali Borimnejad
        As the conditions in the market and in the world of work and commerce gets more complicated, this requires cor-rection, improvement and also updating marketing attitude among manufacturers and marketers. It is an urgent requirement to choose and determine strategies in More
        As the conditions in the market and in the world of work and commerce gets more complicated, this requires cor-rection, improvement and also updating marketing attitude among manufacturers and marketers. It is an urgent requirement to choose and determine strategies in order to achieve the objectives. Strategy means the comprehensive and main plan in manufacturing unit revealing the way it achieves the goals.On the other hand, as processing inducts toward market, the rate of wastage (losses) reduces. This Study concerns processing industries and finding suitable important strategies. Toward this end, present study seeks to investigate the market and the strategies of marketing in processing industries. The society under study in this investigation consists of producers, retailers and the consumers of dairy processing industries in Hamedan province. The data required for this study are connected using three groups of questionnaire. Mreover, factor analysis and structural equation modelling have been used as the statistical method of the investigation. The output of Lisrel and Amos softwares are used to study the variables. The common marketing strategies are defined in results section and each one is compared with prefent conditions of dairy processing industry market in Hamedan province, and acceptable and unacceptable marketing strategies are assigned separately. In the end, several recommandations are presented for using strategies and conducting future investigations. Manuscript profile
      • Open Access Article

        485 - Organizational Excellence Model by Examining the Effects of Human Resources Competencies in the Marketing of Educational Services
        Saeed Talebi Seyyed Mahmoud Shabgoo Monsef kambiz shahroodi Farzin Farahbod
        UNESCO considers education to be the key to the development of societies. The current growing competitive environment also made educational institutions compete. Due to the importance of educational institutions that play a fundamental role in society's development, it More
        UNESCO considers education to be the key to the development of societies. The current growing competitive environment also made educational institutions compete. Due to the importance of educational institutions that play a fundamental role in society's development, it is necessary to select competent human resources in these institutions. The current research aims to investigate the effect of human resources competencies on the educational marketing approach in the Organizational excellence model and to present the Organizational excellence model based on competence in educational institutions. The current research is operational in terms of purpose and descriptive in correlation type. Its statistical community consists of experts and specialists in the specialized education field in the water and electricity industry of Iran in the technical education institute of the water and electricity industry number of 60 people; from this population, a sample of 50 people was chosen. The collected data, a questionnaire derived from the criteria and sub-criteria of the EFQM 2020 standard model, was used, whose reliability was determined by calculating Cronbach's alpha formula. The construct questionnaire validity was also selected by confirmatory factor analysis. Smart-PLS statistical software used the partial least squares method to analyze the obtained data and statistical confirmation of the model and its validation. The path coefficients' results indicate a significant relationship between the variables of human resource competence and organizational excellence. Also, the fit indices of the model suggest that the presented model has suitable fitness. Manuscript profile
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        486 - Investigating the Role of Social Media Marketing and Experience for Loyalty Intention and Participation Intention, Considering the Mediating Role of Relationship Quality (Case Study: BaniMode Online Cosmetics Store)
        Zahra Alahverdi Saeid Landaran Esfahani
        10.30495/msds.2022.1955946.1047
        The present study aimed to investigate the role of social media marketing activity and customer experience on loyalty intention and customer participation intention by considering the mediating role of relationship quality. This research is based on the applied purpose More
        The present study aimed to investigate the role of social media marketing activity and customer experience on loyalty intention and customer participation intention by considering the mediating role of relationship quality. This research is based on the applied purpose and in terms of data collection method to test the hypotheses of descriptive-correlation type from the field branch. The statistical population of the study is all customers of the BaniMode online store in Isfahan. Due to the impossibility of access to the entire statistical population, 380 people were selected as the statistical sample from the available sampling method through Cochran's formula. To collect the data, standard questionnaires were used, the validity of which was confirmed by calculating the convergent and divergent validity and their reliability by Cronbach's alpha index. In statistical analysis, the structural equation modeling approach and SMART PLS and SPSS software have been used. Based on the results, social media marketing has no significant effect on the quality of the relationship with the customers of the BaniMode online store; But the customer experience has a significant effect on the quality of the relationship with the customers of BaniMode online store. Also, the quality of the relationship has a significant effect on the intention of loyalty and participation of customers of BaniMode online store. The results show that social media marketing has a significant effect on loyalty intention and participation intention through the mediating variable of relationship quality in BaniMode online store customers, and also customer experience on loyalty intention and participation intention through the mediating variable of relationship quality in online store customers. The founder of fashion has had a significant impact. Manuscript profile
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        487 - Prioritization of Effective Factors on Electronic Customer Relationship Management in Golestan Gas Company
        Nezareh Kord Parviz Saeidi Roohalla Samiee Samereh Shojaee
        10.30495/msds.2023.1980510.1122
        The purpose of this research is to prioritize effective factors in electronic customer relationship management at Golestan Gas Company. In terms of method, this research is in the field of applied research, which is descriptive survey research. For data analysis, the op More
        The purpose of this research is to prioritize effective factors in electronic customer relationship management at Golestan Gas Company. In terms of method, this research is in the field of applied research, which is descriptive survey research. For data analysis, the opinions of organizational and experimental experts in the field of marketing management have been used. The data collection tool is a researcher-made questionnaire. The questionnaire has been distributed to the statistical population of employees, experts, and deputies of Golestan Gas Company. Data analysis has been done by experts using Interpretive Structural Modeling (ISM) and Delphi method using questionnaire tools. Also, the constituent elements of the electronic customer relationship management model have been determined from theoretical literature. The output of this step was to identify 50 components in the form of six main dimensions. The findings showed that the six main dimensions of electronic customer relationship management include communication, electronic, technological, managerial, informational, and driving factors. Manuscript profile
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        488 - Investigating the Effect of the Consumer's Perceived Value of Sustainable Marketing Features on the Willingness to Participate in Packaging Container Recycling
        Saeid Landaran Isfahani Abdolaziz Jamshidi Elham Razzaghi Saied Amirhosiein Afzal
        10.30495/msds.2023.1980038.1121
        Sustainable marketing is one of the marketing innovations that flourished at the same time as environmental protection movements. The present study was conducted with the aim of investigating the effect of the consumer's perceived value of sustainable marketing characte More
        Sustainable marketing is one of the marketing innovations that flourished at the same time as environmental protection movements. The present study was conducted with the aim of investigating the effect of the consumer's perceived value of sustainable marketing characteristics (relative advantage, compatibility, complexity, testability) on the willingness to participate in the recycling of packaging containers. This research is based on practical purpose and in terms of data collection method, it is descriptive and survey of correlation type. The statistical population includes the customers of a number of fast-food restaurants in Isfahan, and using Cochran's formula, the sample size was estimated to be 384 people. In this research, an available sampling method was used to collect data from a researcher-made questionnaire, whose validity was confirmed by calculating convergent and divergent validity and its reliability through Cronbach's alpha index. In statistical analysis, a structural equation modeling approach and Smart-PLS software have been used. The results showed that relative advantage, complexity, and testability have a significant effect on the perceived value of the consumer, but compatibility does not have a significant effect on the perceived value of the consumer. Also, the perceived value of the consumer has a significant effect on the willingness to participate in the recycling of packaging containers. Relative advantage, complexity, and testability have a significant effect on the willingness to participate in packaging container recycling through the mediating role of consumer perceived value, but compatibility does not have a significant effect on the willingness to participate in packaging container recycling through the mediating role of consumer perceived value. Manuscript profile
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        489 - The Role of Service Revival in the Influence of Ethical Marketing on Attitudinal Loyalty
        Mohammad Javad Barati Mohammad Hadi Asgari
        10.30495/msds.2023.1986468.1144
        The present study analyzed the circular role of service revival in the influence of ethical marketing on customers' attitudinal loyalty. The results have been obtained by examining the opinions of customers of LC Man clothing stores in Tehran. The research method is des More
        The present study analyzed the circular role of service revival in the influence of ethical marketing on customers' attitudinal loyalty. The results have been obtained by examining the opinions of customers of LC Man clothing stores in Tehran. The research method is descriptive, which was implemented by the survey method. The sample size of the research was 384 people, which was obtained based on Cochran's formula based on an unknown statistical population. Non-probability sampling method was available. Data collection was done based on ethical marketing questionnaires by Safari et al. (2016), service revival by Sengupta et al. (2014), and attitudinal loyalty by Ivanchitzky et al. (2006). The validity of the questionnaires was examined and confirmed based on content validity using the opinions of experts, face validity based on the views of a number of statistical societies, and construct validity using the factor analysis method. Attitudinal loyalty was estimated at 0.84 and service recovery at 0.77. Data analysis was done at two levels, descriptive statistics and inferential statistics, including structural equation modeling by Smart-PLS statistical software. The results showed that ethical marketing and service revival has an effect on attitudinal loyalty with effect coefficients of 0.336 and 0.355, respectively, and ethical marketing has an effect on service restoration with an effective coefficient of 0.413. Finally, it can be said that ethical marketing has, directly and indirectly, affected the attitudinal loyalty of customers; In other words, service revival has played a mediating role in influencing ethical marketing on customers' attitudinal loyalty. Manuscript profile
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        490 - Designing an Integrated Communication Model of Social Marketing in the Country's Tax Affairs Organization
        Seyed akbar Manjegani Amir Ghafourian Shagerdi Golnar Shojaei Baghini
        10.30495/msds.2023.1979555.1117
        The main goal of this research is to present the integrated social marketing communication model of the country's tax affairs organization. The current research is a qualitative research in terms of practical purpose and in terms of nature and method, using content anal More
        The main goal of this research is to present the integrated social marketing communication model of the country's tax affairs organization. The current research is a qualitative research in terms of practical purpose and in terms of nature and method, using content analysis strategy, which aims to discover and identify variables, their relationships and the quality of social marketing integrated communication issues in the country's tax organization. The statistical population of the research is tax experts, trade unions, and social affairs, who were selected by non-probability and snowball sampling method, a total of 12 people until the theoretical adequacy of the data was reached. The data was collected through semi-structured interviews. In order to obtain the reliability and validity of the data, the method of reviewing and checking the opinion of the participants was used. Interview analysis and coding were also used to analyze the data. The results showed that the criteria of integrated social marketing communication in the country's tax affairs organization include social capital (reduction of tax evasion, social trust, reduction of unemployment rate), social responsibility (economic needs, compliance with laws, business ethics, humanitarian responsibilities), value functional (service quality, service delivery, standards, order in service), promotional marketing mix (public relations, direct marketing, personal selling, non-verbal advertising), people's resources (cooperation, motivation, tolerance) and organization's resources (performance quality, quality technical, communication quality). Manuscript profile
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        491 - The Effect of Integrated Marketing Communication on Market and Financial Performance, Investigating the Mediating Role of Customer Performance
        Javad Safari Malekabad Omid Behboodi Ali Safari Malekabad
        10.30495/msds.2023.1980057.1119
        The purpose of this research was to investigate the effect of integrated marketing communications on financial performance and market performance through the mediating role of customer performance. This research is applied in terms of purpose and survey in terms of meth More
        The purpose of this research was to investigate the effect of integrated marketing communications on financial performance and market performance through the mediating role of customer performance. This research is applied in terms of purpose and survey in terms of method. The statistical population of the research is the managers of food industry companies located in the industrial towns of Mashhad, whose number is 340 active managers. Based on Morgan's table, 181 samples have been considered available by sampling method. The data collection tool was the questionnaire of Batukaya, Lyonch and Arslon (2021). In order to measure face validity from the point of view of experts, convergent and divergent validity and factor analysis have been used. Cronbach's alpha and composite reliability were used to measure reliability. The total Cronbach's alpha was estimated at 0.931, which is within the acceptable range. Data analysis was done by structural equation modeling method and SmartPLS3 software. The results showed that integrated marketing communication has a positive and significant effect on market performance, customer performance, and financial performance of the company. In addition, the effect of integrated marketing communication through the mediating role of customer performance on financial performance and market performance has also been reported to be positive and significant. Also, customer performance has had a positive and significant effect on market performance and financial performance. Manuscript profile
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        492 - Identifying the appropriate components of the mixed marketing model of Iranian public libraries
        Elahe Amir Inanloo atefeh zarei Mohsen Haji Zeinolabedini
        Objective: The aim of this study was to identify the appropriate components of a mixed marketing model for Iranian public libraries based on marketing principles and models.Methodology: This applied research was conducted by survey method in the fall of 1397. The data c More
        Objective: The aim of this study was to identify the appropriate components of a mixed marketing model for Iranian public libraries based on marketing principles and models.Methodology: This applied research was conducted by survey method in the fall of 1397. The data collection tool was a researcher-made questionnaire that included 47 items in 12 sections on a 5-point Likert scale. The statistical population is the experts of the Iranian Public Libraries in the provincial centers, who were 248 experts at the time of the research. Sampling was not performed and the questionnaire was fully distributed among the statistical population. Data were analyzed in two sections: descriptive statistics and inferential statistics. In order to confirm and draw the marketing pattern of Iranian public libraries, structural equations were used using Smart Pls software.Results: According to the results of Friedman rank test and using PLS software version 2, the marketing model of Iranian public libraries is a combination of 3 product elements, place and incentive activities of model P4, 3 elements of individuals, physical evidence and process of model P7, quality element and Utilization of the P8 Integrated Service Management template, the website element of the S4 template, the security and personalization element, and user interaction with I7 members.Conclusion: The appropriate marketing mix model for public libraries is a combination of traditional and non-traditional (Internet Based) marketing mix components that includes both 4 components of traditional P4 retrieval and components that can be used for public libraries from other marketing mix models. According to experts, the price component has no place in public library marketing. Manuscript profile
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        493 - The comparison of the use of 4c customer-oriented mixed marketing in public libraries of Kermanshah based on user’s views
        soheila moradi Mahmoud moradi Amin Zare
        Objective: The purpose of this study was to compare the use of 4C customer-oriented mixed marketing in public libraries of Kermanshah based on users' views.Methodology: The present research is applied and the research method is descriptive-survey. Sampling method is str More
        Objective: The purpose of this study was to compare the use of 4C customer-oriented mixed marketing in public libraries of Kermanshah based on users' views.Methodology: The present research is applied and the research method is descriptive-survey. Sampling method is stratified random and sample size based on Cochran's formula were 377 out of 21376 members of public libraries in Kermanshah. Data collection tool was Jafri, Moradi and Zare customer orientation marketing questionnaire. The reliability coefficient of the questionnaire was calculated to be 0.913 using Cronbach's alpha. For data analysis, SPSS software (version 24) as well as one-way analysis of variance and Friedman test were used.Results: The research findings show the components of the values ​​expected by the customer in Imam Ali (AS) Public Library with an average of 3.83, Customer cost in Alagha Public Library with average (3.59), Customer comfort in Shahid Avini Public Library with average (3.57), Customer relationship in Shahid Avini Public Library with an average (3.32) are in a better situation than other libraries. The results show the status of Shahid Avini Public Libraries with an average rating (13.33) and Amir Kabir Library with an average rating (12.33) are in a better condition in terms of using a 4C marketing mix compared to others. public libraries in Kermanshah.Conclusion: The results showed that public libraries in Kermanshah have performed poorly in terms of using the 4C customer-oriented mixed marketing, especially in the field of customer relationship component. Librarians and managers need to do more, because marketing helps a lot in attracting and retaining customers, and libraries need to use marketing principles in order to stay afloat. Manuscript profile
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        494 - Identifying and Analyzing the Factors Affecting Content Marketing In The Foundation Of Public Libraries Of The Country
        hasti sohrabi seyedali asghar razavi safiyeh tahmasebi limooni atefeh zarei
        Objective: The Purpose of this study was to identify and analyzing the factors affecting content marketing in the public libraries of the country.Methodology: The research method is qualitative and exploratory. The statistical population of the study consisted of expert More
        Objective: The Purpose of this study was to identify and analyzing the factors affecting content marketing in the public libraries of the country.Methodology: The research method is qualitative and exploratory. The statistical population of the study consisted of experts who were fully acquainted with the subject of content marketing, and 17 professors from the departments of information science and knowledge, marketing management, information technology and Computer engineering and content production experts were selected by snowball sampling method Data collection tools include semi-structured interviews that are designed based on the findings of the qualitative analysis of the research. In this research, theme analysis has been used to identify the factors affecting content marketing and Delphi-fuzzy technique has been used to consensus the opinions of experts. Data were analyzed using SPSS24 and PLS3.8 software.Results: Findings obtained from theme analysis and Delphi-fuzzy technique showed that the main factors of content marketing in the public libraries of the country include 7 components of strategic planning, 6 components of content supply and production, 5 components of content distribution and publishing, 3 components content analysis, 2 components of pricing and sales were identified that among these, Content supply and production agent with impact factor of 0.931 has the most impact and in the first priority and content distribution and publishing factors with a coefficient of 0.917; Content analysis with a coefficient of 0.894; Strategic planning with a coefficient of 0.877 and pricing and sales with a coefficient of 0.642 are in the second to fifth.Conclusion: According to experts, the components of content marketing in the main components, respectively: strategic planning, content supply and production, content distribution and analysis, content analysis and pricing and sales affect content marketing. The results of the three-phase Delphi-phase study indicate the confirmation of the components discovered by the experts Manuscript profile
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        495 - Analyzing the influence of content marketing on the dynamic capabilities of organizations (Case study: Foundation of public libraries of Iran)
        hasti sohrabi seyedali asghar razavi safiyeh tahmasebi limooni atefeh zarei
        Objective: The current research was conducted with the aim of investigating the impact of content marketing on the dynamic capabilities of organizations in public libraries of the country.Methodology: In terms of purpose, this research is applied and in terms of approac More
        Objective: The current research was conducted with the aim of investigating the impact of content marketing on the dynamic capabilities of organizations in public libraries of the country.Methodology: In terms of purpose, this research is applied and in terms of approach, it is a survey-descriptive research. The statistical population includes all managers, staff and librarians of public libraries across the country consisting of 7000 people, and using the Cochran formula and proportional stratified random sampling, 364 people were determined as the total sample size. According to the sampling error (05 0.0) and the possibility of not returning some questionnaires, 375 questionnaires were distributed, of which 366 questionnaires were collected and analyzed. The tool of data collection was questionnaire made by content marketing and dynamic capabilities of Rezai organization (2015). Data were analyzed by SPSS and PLS3.8 software. Results: It indicates that the status of content marketing at the medium level and the organization's dynamic capabilities are also favorable. Also, the coefficient of influence of content marketing on the dynamic capabilities of organizations was calculated with 816%. Also, content marketing has had a significant impact on the dynamic capabilities of the organization in the country's public libraries.Conclusion: The dynamic capabilities of the organization in the country's public libraries can be explained under the influence of the content marketing model and the presented model has a suitable fit. So that while producing useful content related to the needs and preferences of its audience, it has created a powerful tool for gaining trust and changing the attitude of the audience towards the services provided, and by developing dynamic capabilities, they can increase their competitive advantage and As a result, their performance improves. Manuscript profile
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        496 - Investigating the effective factors on the application of internet marketing dimensions from the point of view of managers and employees of Ramek Dairy Products Company
        Mohammad Bahrami Marzieh Yari Zanganeh
        Objective: This study was conducted with the aim of investigating the factors affecting the application of Internet marketing dimensions from the perspective of managers and employees in Ramek Dairy Products Company.    Method: The current research is applied More
        Objective: This study was conducted with the aim of investigating the factors affecting the application of Internet marketing dimensions from the perspective of managers and employees in Ramek Dairy Products Company.    Method: The current research is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of the research is all the managers and administrative employees of Ramek company, there are 442 people, among them, a sample of 206 people was selected using Cochran's formula. Shaltoni (2017) questionnaire including seven dimensions (comparative advantage, complexity, adaptability, innovativeness, competitor pressure, customer pressure of Internet marketing application) and 19 Likert scale items were used to collect data. The results of Cronbach's alpha test, 0.74, indicate the acceptable reliability of the tool. Data analysis and research hypotheses were done with one-sample t-test, one-way variance and Pearson correlation and SPSS software. Findings: The findings of the research showed that there is a significant relationship between all factors using internet marketing from the point of view of managers and employees, the highest correlation is related to the adaptability dimension (0.865) and the lowest is related to the innovativeness dimension (0.653) and the hypotheses of the research was confirmed. Also, the findings showed that there is no difference in the willingness to use internet marketing between men and women. The relative advantage variable is affected by age and the complexity variable is dependent on age, education and work experience. Conclusion: The results obtained from this research showed that the benefits of using internet marketing dimensions can be a strategy to maintain competitive advantage and maintain relationships with customers and finally find new customers and satisfy them in Ramek Company.     Manuscript profile
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        497 - The implementation of information marketing programs in Iranian National Library and offering a proposed model: a feasibility study
        ashraf asadat bozorgi somaye nasiri
        The present research deals with the feasibility study of information marketing programs in National Library and proposing a model. The society under research includes directors, organization and administrative system of National Library of the Islamic Republic of Iran. More
        The present research deals with the feasibility study of information marketing programs in National Library and proposing a model. The society under research includes directors, organization and administrative system of National Library of the Islamic Republic of Iran. Descriptive, survey and case study methods have been used in the present project, and for this purpose, the findings have been designed and provided in an information marketing model. A questionnaire has been designed and distributed among 23 mangers of National Library, and ultimately 21 questionnaires have been analyzed. Descriptive statistics and non-parametric chi-square test have been used to analyze data. The findings indicate that the rate of directors’ familiarity with the concept of information marketing in National Library is high (%57.1). For the directors’ viewpoint on necessity of information marketing in National Library, the findings show that most (%85/7) responsive agree on the necessity of information marketing in National Library. In other section, the components of seven elements of mixture marketing in National Library have been collected according to checklist, and necessary information has been extracted with a view to the questions. The findings indicate that out of 127 cases connected with elements of mixed marketing, 108 cases, i.e. %85, are available in National Library, and such library took initial steps towards the execution of information marketing, and administrative system in connection with that section has been established. However, despite of the above facts, the findings also indicate that there is no coherent order as marketing mixture form among mentioned elements. The obtained results confirm the research hypothesis: “It is possible to implement information marketing in National Library”. Finally, in addition to providing practical suggestions, a proposed model has been designed and provided to establish and develop information marketing in National Library.   Manuscript profile
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        498 - Comparative Study of Qom’s Participative libraries and public Libraries affiliated to Foundation of Public libraries concerning the Application Level 4p Marketing Mix Style
        Shokouh Tafreshi Marzyyeh Sedigh
        Objective: The Present Study has been Performed with the Purpose of Comparative Study Qom’s Participative libraries and Libraries related to Foundation of Public libraries Concerning the Application Level 4p Marketing Mix Style. Methodology    :The More
        Objective: The Present Study has been Performed with the Purpose of Comparative Study Qom’s Participative libraries and Libraries related to Foundation of Public libraries Concerning the Application Level 4p Marketing Mix Style. Methodology    :The methodology of this study is "Survey" descriptive and inferential statistics (T test) has been used for description and analysis data. the Population of the study were included 55 public libraries of qom province, among wich 22 libraries are run as an foundational and 33 libraries to work participative with public libraries foundation .Information has been collected through the check list and visiting, check lists returned by four libraries and Population under study were reduced to 21participative library and 30 foundational libraries .To evaluate the validity of the check list has been utilized by teachers feedback and libraries administrators.Cronbachs alpha has been used to measure reliability that check list had acceptable reliability(0.90). Findings: Results of the study indicated that the product,price, place and promotion of foundational libraries respectively with averages (0.82), (0.72), (1.2), (1.07) than the product,price, place and promotion of participative libraries with averages (0.50), (0.46), (0.77), (0.74) are better. Conclusion: Hypothesis test results indicated that significant different exists betweenaveragesof the three elements product, price and place offoundational and participative libraries but, there is not significant differentbetween averagespromotion. Furthermore, significant different exists between application level 4p marketing mix style in participative and foundational libraries and foundational libraries status concerning the application level 4p marketing mix style with average(53.90) desirable than participative libraries(35.67). The results of this study can provide information that might underlie future planning. Manuscript profile
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        499 - Evaluation of marketing mix in the websites of Humanities special libraries in Tehran
        Maryam Sadat Mirheidari Mahbubeh Ghafuri AmirReza Asnafi
        Purpose: The purpose of this paper is to describe the marketing initiatives taken by special libraries to promote collection and services to their clientele. It specifically aims to examine special library web sites for marketing approach, promotional and public relatio More
        Purpose: The purpose of this paper is to describe the marketing initiatives taken by special libraries to promote collection and services to their clientele. It specifically aims to examine special library web sites for marketing approach, promotional and public relations activities. Methodology:This study is a content analysis. A total of 26 special library websites focus areas of the Humanities in Tehran were examined based on pre-determined criteria developed from the extant literature and initial websites investigation. Findings: Research findings indicate that the websites of special libraries in the total 47.40 percent in the personalization indicator, 15.4 percent in distribution index, 33.32 percent in the promoted, 30.21 percent of the product and comment index and the 24.32 percent the price index have used the marketing tools. Conclusion: Special libraries are lacking in their promotional activities. Library websites are not fully utilized as a marketing tool and an enabler to reach out to the community for promotion of services and collections. Manuscript profile
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        500 - Study of the amount of satisfaction for library services in Islamic Azad University, Science and Research branch with marketing approach
        Yaghob Nororzi Hamid Arablo Arezo maghsoudi
        Objective: The purpose of this study was to evaluate the library services of Islamic Azad University, Science and Research Branch, with a marketing approach. In this study, two principles of the variety 4P's is emphasized: 1. Promotion 2. Products. Methodology: An appl More
        Objective: The purpose of this study was to evaluate the library services of Islamic Azad University, Science and Research Branch, with a marketing approach. In this study, two principles of the variety 4P's is emphasized: 1. Promotion 2. Products. Methodology: An applied and descriptive study was used. In this survey a questionnaire has been carried out and stratified random sampling of students in Science and Research population was 378 and  hypotheses ware examined. Findings: Findings indicate that the required information, and related academic courses, identifies sources of professional, technical and professional updating of information were the most reasons  for visitors and they used mostly theses and books. Librarians had the most important role in promoting library programs and using brochure was in second place. Participation rate of students in selection of information resources was moderate. Results: Result show that there were a significant relationship between using the library services and information resources There also a relationship between services promotion program services  and the extension of library services are presented.The research hypotheses were confirmed . Manuscript profile
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        501 - Policies on Non-Oil Export of the Islamic Republic of Iran in the Age of Globalization (With Emphasis on Paintings)
        Tooran Taghdimi Asghar Moshabaki Isfahani Reza Salehi Amiri Mehrdad Navabakhsh
        Manuscript profile
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        502 - Presenting the model of development of marketing of agricultural products in Iran with the focus on medicinal plants Using the Grounded Theory Method and Model Validation
        BIJAN Alizadeh Abdullah naami mohammad nasrola niya
        10.30495/ecomag.2023.1984042.1065
        Marketing has a high place and importance in today's world economy, and various researches and surveys are being conducted in the field of marketing, especially the marketing of agricultural products and medicinal plants. The current research is designed with the aim of More
        Marketing has a high place and importance in today's world economy, and various researches and surveys are being conducted in the field of marketing, especially the marketing of agricultural products and medicinal plants. The current research is designed with the aim of discovering the mental pattern of elites, specialists, professors and senior managers in the field of agriculture and marketing in Iran regarding the development of marketing of agriculture and medicinal plants. The method of the present research is mixed and interpretative and exploratory and using the grounded theory technique. In the qualitative part, the statistical population includes elites, professors and senior managers in the field of agriculture, the Ministry of Health, and the Chamber of Commerce and Marketing of Medicinal Plants, who use sampling method. An in-depth interview was conducted with 15 people and the theory building process reached theoretical saturation with 15 interviews. Data analysis was done by using Strauss and Corbin coding method and in quantitative analysis, 9 variables obtained from the qualitative model were considered as hypotheses and inferences and were tested with Pearson correlation coefficient and then indexed in a model. T three stages of coding with more than 108 meaningful propositions, 211 corresponding concepts, 23 subcategories, 9 main categories, and one core category. And quantitative results were also confirmed with structural tests. Finally, it is suggested that the training of skilled, expert and efficient human resources should be done by specialists and senior managers in all fields of agricultural marketing and medicinal plants. Manuscript profile
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        503 - Identify sports conditions despite e-commerce in the country's industry
        میثم رحیمی زاده مصطفی محمدی رئوف
        The main purpose of this study was to determine the causal conditions of e-commerce in the country's sports industry. To achieve this goal, a qualitative method and in-depth interviews with the elites in this field were used. The interviews continued in a targeted manne More
        The main purpose of this study was to determine the causal conditions of e-commerce in the country's sports industry. To achieve this goal, a qualitative method and in-depth interviews with the elites in this field were used. The interviews continued in a targeted manner and in the manner of a snowball, and finally 12people were interviewed. Finally, the data obtained from the interviews were analyzed by data-based method through three stages of open, axial and selective coding. The concepts obtained from coding the signs in the causal section included fifteen items. This can be attributed to the lack of a specific trustee in e-commerce sports, lack of managerial stability, lack of comprehensive and coherent rules and regulations, lack of will of upstream sports organizations to organize e-commerce sports, lack of e-commerce structure in sports, lack of economic policy in clubs And federations, the lack of proper use of e-commerce in sports business processes and functions, the insistence on using traditional methods in sports business, the statehood of sports, the lack of copyright laws, the economic crisis and the reduction of financial resources in Sports organizations pointed out the role and importance of e-commerce, the lack of a specialized marketing force, the shortcomings in the evaluation system and the political conditions and atmosphere prevailing in the government and, consequently, the country's sports. Recognizing these factors can be a guide for policymakers in the field of sports in order to benefit from e-commerce benefits and sustainable revenue generation for the sports industry. Manuscript profile
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        504 - Prioritize the factors affecting the ambiguous marketing
        reza arian shakib seyed nemat khalife mehdi kohandel mohialdin bahari
        The aim of this study was to prioritize the effective factors in the marketing of sports products. The present study was a mixed research (qualitative-quantitative). The statistical population in the qualitative section included marketing experts and sports management p More
        The aim of this study was to prioritize the effective factors in the marketing of sports products. The present study was a mixed research (qualitative-quantitative). The statistical population in the qualitative section included marketing experts and sports management professors who had articles or writings in the field of research, and in the quantitative section were consumers of sports products. Statistical sample was selected in the qualitative section of 11 experts until the theoretical saturation was reached using theoretical targeted techniques and snowballs. In the quantitative section, between 5 and 10 samples were required for each item, so 308 samples. Formed statistics. The data collection tool was a semi-structured interview in the qualitative part and a researcher-made questionnaire in the quantitative part. The reliability of the interviews was 0.85 by intra-subject agreement study. Content validity in terms of experts and construct validity (exploratory factor analysis) was used. Finally, six factors, namely business ethics, creativity and innovation, citizenship rights, utilitarianism, surprise advertising, and rules and regulations, influence the marketing of sports products. Therefore, novelty and attractive design in advertising, non-social discrimination, attention to citizenship obligations, creating and strengthening social norms, sustainability of advertising, increasing the desire to share advertising in the audience, cultural utilitarianism are suggested. Manuscript profile
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        505 - Factors affecting cause-related marketing (CRM) in sports producers
        Aidin Hajibaklo Seyed Emad Hosseini Jamshid Sayarnejad
        This research was formed with the aim of investigating the factors affecting charitable marketing in sports products. Based on this, this research was done using a descriptive-analytical method. The statistical population was 450 sports producers. Research samples based More
        This research was formed with the aim of investigating the factors affecting charitable marketing in sports products. Based on this, this research was done using a descriptive-analytical method. The statistical population was 450 sports producers. Research samples based on Cochran's formula calculations consisted of 250 people who were selected in a stratified and random manner. The data collection tool was a researcher-made questionnaire.The validity of the questionnaire was confirmed by the formal method and its reliability was confirmed by Cronbach's alpha test at the rate of 0.901. Data were evaluated with spss and pls software. The results of this research showed that social factors, environmental factors, cultural-ethical factors and management factors have a positive and significant effect on charitable marketing.The most important management factor of charitable marketing in sports productions is the responsibility factor.The most important social factor is social responsibility.The most important environmental factor is market conditions and the most important cultural factor is altruism. In general, charity marketing is a good idea for sports products and can be used as a popular strategy to promote sales or improve brand image. Manuscript profile
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        506 - the impact of marketing capabilities on the performance of companies in the manufacturing sector of Iran's sports industry
        mostafa fallahi mehdi kohandel nemat khalifeh mahvash noorbakhsh
        The purpose of this study is the effect of marketing capabilities on the performance of companies in the manufacturing sector of Iran's sports industry. The present study is a descriptive correlation with the structural equation model approach and based on time, present More
        The purpose of this study is the effect of marketing capabilities on the performance of companies in the manufacturing sector of Iran's sports industry. The present study is a descriptive correlation with the structural equation model approach and based on time, present, in terms of applied purpose and in terms of collecting field information. The statistical population includes the managers of companies producing sports equipment in Tehran province. The statistical population includes all managers of companies producing sports equipment in Iran. According to statistics announced through the official website of the Ministry of Industry, Mines and Trade, 255 people (236 men and 19 women) To be. The statistical sample was selected by integer method. Measurement tools were two questionnaires: marketing capabilities of Athahan and Gima (1995) and performance of Pertosa Ortega et al. (2010). The results of structural equations showed that marketing capability affects the performance of companies in the production sector of Iran's sports industry; Therefore, managers can use marketing capabilities to achieve better performance in the sports industry. Therefore, it is suggested that the managers of sports production companies improve their performance by implementing marketing and paying attention to sports capabilities. Manuscript profile
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        507 - The need for an outsourcing development of sports marketing activities in academic sport
        رحیم شیرازی نژاد احمد ترک فر محمد صادق افروزه حمیدرضا صفری جعفرلو مریم قدسی
        The need for an outsourcing development of sports marketing activities in academic sport Abstract The present study was designed and implemented to assess the development of outsourcing of sports marketing activities in university sports. The present research is a mix More
        The need for an outsourcing development of sports marketing activities in academic sport Abstract The present study was designed and implemented to assess the development of outsourcing of sports marketing activities in university sports. The present research is a mixed research carried out in qualitative and quantitative methods. The statistical population of the present study in the qualitative section included all experts familiar with the field of university sports and marketing across the country in public, free, Payam-e-Noor and applied science universities. These included some academic experts, instructors from academic teams, faculty members familiar with the field of research, as well as physical education directors from the country's universities. It is estimated that there were about 190 of them. In the qualitative part, the sampling method was targeted. For this purpose, 12 elites and experts were selected as the research sample in the qualitative section. According to Morgan's sample size chart, 123 people were used as a sample in the quantitative research section. In a small section, in order to determine the research samples, the available sampling method was used. Thus, after broadcasting and collecting questionnaires, 108 questionnaires were analyzed.The data gathering tool was a questionnaire and interview. In the quantitative analysis section, Structural Equation Method with Python approach is used. The qualitative research results showed that 41 characteristics were extracted through interviews, and these characteristics were classified into 6 categories including strategic considerations, technical infrastructure, management processes, academic quality of academic sport, facilitation of law and motivational characteristics. The results of the research showed that among the needs related to the development of outsourcing of sports marketing activities in academic sport, management processes with the impact of 95.2% of the most important needs have been identified. Also, the results of this study showed that the need for technical infrastructure with the impact of 0.938 and also the need for strategic considerations with the impact of 0.931 of the important needs of outsourcing the development of sports marketing activities in academic sport.     Manuscript profile
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        508 - Presenting a Paradigm Model of ambush marketing risk management in sporting events
        Zohre Kamalian Zynalabedin Fallah Taher Bahlekeh Asra Askari
        The purpose of this study was presenting a paradigmatic model of ambush marketing risk management at sporting events. Research methodology in terms of purpose, development and it was a kind of data analysis of the foundation. 14 elites in the field of sporting events an More
        The purpose of this study was presenting a paradigmatic model of ambush marketing risk management at sporting events. Research methodology in terms of purpose, development and it was a kind of data analysis of the foundation. 14 elites in the field of sporting events and university professors in the field of physical education were selected by snowball method and theoretical saturation for semi-structured interviews. From the combination of factors extracted from library resources and the opinions of sports management professors, managers and specialists of sport events, 45 components were obtained in the form of 8 factors. These factors included factors related to spectators, marketing, cultural, event and sport, sponsor, legal, managerial and media. The results of this study, by presenting a comprehensive and comprehensive model, provide a comprehensive framework for dealing with the risks of ambush marketing in major sporting events, which can be used to prevent up to a high percentage of sponsorship rights and reduce their support for the event and is practically effective in improving financial support for sporting events. Manuscript profile
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        509 - The effect of internal marketing on the company's sales performance in the self-organization model
        giti tavana jamshid edalatian shahriari
        The life of a company depends on its growth and success, Therefore, the sales department of any company can be considered as one of the most vital parts of the companyBecause the best product or service has no value if it is not sold and the customer is not willing to p More
        The life of a company depends on its growth and success, Therefore, the sales department of any company can be considered as one of the most vital parts of the companyBecause the best product or service has no value if it is not sold and the customer is not willing to pay for it.Sales is directly related to the capabilities of sales staffApart from the facilities, equipment and technologies, the level of expertise, skill and motivation of the sales staff is one of the most important effective criteria in realizing sales.Sales staff are considered part of the company's human resources, and human resources are one of the most important assets of any business as human capital.Internal marketing, which looks at the employees of the organization as internal customers, states that the internal customers should be considered as well as the external customers.And at the same time, their needs, desires and interests were given importance and while strengthening the motivation of the employees, it also increased their organizational commitment.In this article, we want to take into account the importance of sales in the survival and growth of the company and the role of sales employees in realizing sales goals and the importance of internal marketing in creating motivation and work spirit and organizational commitment of employees in the self-organization model. Manuscript profile
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        510 - Designing and evaluating a model for corporate social responsibility in the field of banking marketing with Meta- Synthesis approach
        ali mir farshid namamian fakhredi maroofi alireza moradi
        The subject of this research is the design and evaluation of a model for CSR in the field of marketing of of MELLI and MELLAT banks. This research is applied in terms of purpose and in terms of method and nature of implementation is a type of survey and qualitative and More
        The subject of this research is the design and evaluation of a model for CSR in the field of marketing of of MELLI and MELLAT banks. This research is applied in terms of purpose and in terms of method and nature of implementation is a type of survey and qualitative and quantitative combination, A total of 71 researches conducted were reviewed and with the 7-step method of Sandlowski and Barroso (2017) and the comments of 12 managers of marketing of MELLI and MELLAT banks, led to the presentation of a qualitative model.In the part of evaluating the model, a questionnaire was designed based on the obtained categories and distributed among the marketing staff . 118 answered the questionnaires by available sampling method. In the qualitative section, 16 categories such as environmental protection, ethics, work environment improvement, transparency, financial responsibility, accountability, charity, welfare and health, the need for organizational strategy and strategic approach, as well as the need for rule of law and the emphasis on cooperation in the comprehensive development of the country was identified. In the quantitative part, the model was evaluated by the method of structural equations, and after removing the category of customer expectations from the socio-environmental dimension that did not obtain the required scores, the model was modified in three dimensions (individual and organizational, financial and economic, social and environmental) and 15 categories were identified as appropriate in terms of factor load and meaningful numbers were found to be appropriate. Manuscript profile
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        511 - Identifying the Impact of Internal Marketing on Organizational Commitment: The Role of Job Involvement and Job Satisfaction
        sekhavat bahadori amir hossein mirzaee hamid kakaei Gholamreza Abbasi
        Today, the importance of knowledge-based companies is not hidden from anyone because of their role in the development of countries. The human resources in these companies play a leading role and paying attention to issues related to them such as organizational commitmen More
        Today, the importance of knowledge-based companies is not hidden from anyone because of their role in the development of countries. The human resources in these companies play a leading role and paying attention to issues related to them such as organizational commitment, job attachment, job satisfaction and issues related to internal marketing, help companies to overcome their challenges and problems. Hence the present study aimed to identify the impact of internal marketing on organizational commitment with the mediating role of job involvement and job satisfaction. The research method is based on the purpose of the applied type, in terms of the method of obtaining data is descriptive-survey type and in terms of the type of data collected is quantitative. The statistical population of the study included 178 employees of knowledge-based companies in the Science and Technology Park of the University of Tehran. Using Morgan table and simple random sampling method, 118 people were determined as the statistical sample size. Structural equation method using PLS software was used to analyze the data. The results indicate the positive and significant effect of internal marketing on organizational commitment. It was also concluded that job involvement and job satisfaction play a mediating role between the relationship between internal marketing and organizational commitment. Finally, it is suggested that managers and officials of knowledge-based companies, considering the importance of the proposed components, especially the components of internal marketing, to consider special programs to improve these components. Manuscript profile
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        512 - Designing a marketing model in Iran's industry, mining and trade organization with a theme analysis approach
        Elnaz Noori hamid kakaei Marjan DamanKeshideh
        The aim of the current research is to design a marketing model in Iran's industry, mining and trade organization with the approach of theme and DIMATEL analysis. The research was carried out by understanding the role and importance of marketing in the mentioned industry More
        The aim of the current research is to design a marketing model in Iran's industry, mining and trade organization with the approach of theme and DIMATEL analysis. The research was carried out by understanding the role and importance of marketing in the mentioned industry and considering the weakness of previous studies regarding the introduction of a comprehensive model. The studied community in the qualitative and quantitative section included academic and industry news related to the research topic. The tool of data collection in the qualitative part was semi-structured interviews and in the quantitative part, a pairwise comparison questionnaire was used to survey experts. Data analysis was done in the qualitative part by using the theme analysis method and in the quantitative part by using DIMATEL technique. The findings showed that the marketing model of the industry, mining and trade organization consists of three dimensions of market measurement capability, customer communication capability, and marketing functions capability, and the two dimensions of market measurement capability and customer communication capability are more important for the industry organization's marketing capability. Manuscript profile
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        513 - Study of Impact Factors of Relationship Marketing in Loyalty Customers in Kerman Balan Agency
        B. Alishiri M.A.F. Bonabi H. Abdollahi
        With respect to increasing importance of keeping customers and using relationship marketing by organizations around the world, the current study is done to identify effective factors of relationship marketing customers’ loyalty in Kerman Balan agency. In this stud More
        With respect to increasing importance of keeping customers and using relationship marketing by organizations around the world, the current study is done to identify effective factors of relationship marketing customers’ loyalty in Kerman Balan agency. In this study, relationship marketing model is used to analyze effective factors on the customers’ loyalty in the agency. The study is done using a questionnaire and four factors including (trust, commitment, conflict handling, and communication). This questionnaire is distributed among 80 customers of Kerman Balan agency. This research is a descriptive survey in which the relationships among independent and dependent variables have been examined considering the data collected through questionnaires. By doing chi-square test, normality of the frequency of the provided answers is used. Using Pearson coefficient correlation, a significant relationship was found among 4 factors. The research hypotheses were approved by t- test. Using Friedman test, the factors were ranked based on their importance as follow: 1. Trust, 2. communication, 3. Commitment, 4. Conflict handling. Manuscript profile
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        514 - Personal Motivations to pass along Electronic Messages for Others (Viral Marketing)
        Mohsen Moradi Zahra Alipour Darvish
        Despite the increasing popularity of viral marketing, the key factors influencing the new marketing strategy remains unknown. This paper examines one of the critical factors, Companies contacts motivations to pass along electronic message. The study of the theoretical b More
        Despite the increasing popularity of viral marketing, the key factors influencing the new marketing strategy remains unknown. This paper examines one of the critical factors, Companies contacts motivations to pass along electronic message. The study of the theoretical background and field marketing, Research on the potential factors: 1.need to be part of a group. 2. need to be different. 3. altruism. 4. the need for personal growth on a number of electronic messages for others to investigate. We also investigate if high trait curiosity can indirectly lead to more forwarding by increasing the amount of electronic message consumed. Results of the study on a sample of over 300 Islamic Azad University students was conducted, show that Companies contacts, who are more individualistic and/or more altruistic, tend to forward electronic message than others Manuscript profile
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        515 - Examining the role and position of corporate green innovation culture on market performance with emphasis on green marketing and product innovations. (Study case: Tehran Stock Exchange)
        Sara Memari Marzieh Ebrahimi Shaghaghi Hossein  Eslami Mofid Abadi
        Green innovation can have a positive effect on the company's operations, making the company perform better than its competitors. This, in turn, can lead to an increase in sales volume and improve the company's financial position. Since aligning with the environment and More
        Green innovation can have a positive effect on the company's operations, making the company perform better than its competitors. This, in turn, can lead to an increase in sales volume and improve the company's financial position. Since aligning with the environment and preventing its destruction by companies, as well as how they operate and maintain the company's competitive advantages and create innovation to progress and keep pace with the growing markets are the most important concerns of organizations today, so creating a culture of green innovation and It seems necessary to use different dimensions of green innovation in the organization. Considering the importance of green innovation and the culture of green innovation and the effects it can have on market performance, especially considering the role of environmental performance. The statistical population of the current research includes 470 companies (companies admitted to the Tehran Stock Exchange in the years 1391 to 1401), and based on Cochran's formula, the statistical sample of this research was determined to be 211 companies. In this research, structural equation modeling is used to investigate the relationships between the components of the model. To test the hypotheses, the structural equation method with Lisrel software was used. T-statistics for the structural model and measurement were proposed to check the significance of the relationship between the variables. The research results showed that the green innovation culture of a company with the green innovation of marketing has an effect. and the green innovation culture of the company has had an effect on product green innovation. Also, the results showed that marketing green innovation had an impact with market performance, and on the other hand, product green innovation had an impact with market performance. Manuscript profile
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        516 - Price Transmission Mechanism and its Impact on Marketing Margins of south Fish of Iran
        مهدی سراوانی نظر دهمرده قلعه نو
        Abstract Volatility and instability of fisheries product price is one of the characters of inefficient marketing of these products. Therefore, in this study we will consider the effect of Prices Transmission on Marketing Margins of South water products during 2004 to 20 More
        Abstract Volatility and instability of fisheries product price is one of the characters of inefficient marketing of these products. Therefore, in this study we will consider the effect of Prices Transmission on Marketing Margins of South water products during 2004 to 2014 with combining the Houck Methodology and marketing Cost model which is presented by Frigon et al (1999). The results show that perfect increase price transmission for ghobad, White halva, hamur, hoor, rashku, sangsar, shir, sorkhu and Black halva rejected. In addition, results show for white halva, hoor, sangsar and sorkhu short term and long term of symmetry price transmission rejected and intermediary earn profit with increasing marketing margins through asymmetry price transmission. The result of price transmission elasticity show that for hoor, white halva, sangsar and sorkhu Wholesale prices rise more strongly transmitted to the retail level while the decline in prices slow transferred to the higher levels of the market.   Manuscript profile
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        517 - Financial implications of marketing model on sales improvement (Case study: herbal pharmaceutical companies)
        Zakiyeh Ashouri S. Mahmood Shabgoo Monsef Kambiz Shahroodi Ali Gholipour Soleimani
        10.30495/fed.2023.700117
        AbstractThe purpose of this study was to investigate the constructive role of herbal medicines in the resistance economy of our country through acquiring domestic markets and maintaining foreign exchange capital, as well as the currency earning potential of these medici More
        AbstractThe purpose of this study was to investigate the constructive role of herbal medicines in the resistance economy of our country through acquiring domestic markets and maintaining foreign exchange capital, as well as the currency earning potential of these medicines. The approach of this research was a combination, in the first stage, the data were collected using the foundational data theory method and the interview tool. The researchers interviewed 12 doctors, pharmacists, and herbal medicine sales managers in a targeted manner. The extracted financial consequences included: improving the sale of herbal medicines, increasing the export capacity, commercializing herbal medicines and attracting capital for the production and development of herbal medicines, which was used in the quantitative stage of the descriptive-survey method and using first-order factor analysis techniques. and the second were examined. 420 samples were collected using available random sampling and analyzed using AMOS software. Manuscript profile
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        518 - Designing a Model for Explaining Competitive Tejarat Bank
        سیامک جعفری نرگس دل افروز کامبیز شاهرودی yalda rahmati
        10.30495/fed.2022.691500
        AbstractThe purpose of writing the current research is to represent a model to measure competitive strength in Tejarat bank. Data gathering ‎tools are interview and questionnaire. Statistical society includes two different parts of Tejarat Bank experts (10 ones) and More
        AbstractThe purpose of writing the current research is to represent a model to measure competitive strength in Tejarat bank. Data gathering ‎tools are interview and questionnaire. Statistical society includes two different parts of Tejarat Bank experts (10 ones) and experts ‎along with 1750 managers in different levels of the bank from which 316 ones were selected by Cochran sampling formula. First of ‎all, preliminary mdel was extracted interviewing experts. Continuously applying structural equation model in LISREL software ‎environment the extracted model was tested and finally final definitive model of sompetitive strength in includes internal resource ‎‎(contains financial. Technological, managerial and marketing), market intelligence (contains intelligence making and responsibility) ‎and onlie relationship marketing (online exchange quality, online content quality and e-service quality) was gained. ‎ Manuscript profile
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        519 - Providing marketing model in recession conditions
        فرزانه فراهانی آزاد منصوره علیقلی سینا نعمتی زاده
        10.30495/fed.2022.691501
        Abstract The purpose of this research is to provide a marketing model in recession conditions. The results of this study indicate the extraction of 6 main dimensions and 21 pivotal components which are in the form of a paradigm model including marketing proportional to More
        Abstract The purpose of this research is to provide a marketing model in recession conditions. The results of this study indicate the extraction of 6 main dimensions and 21 pivotal components which are in the form of a paradigm model including marketing proportional to recession conditions as a pivotal category and causal conditions (payments and bonuses during recession, economic and competitive situation during recession, rapid environmental changes during recession period and internal and external environmental conditions), underlying factors (the company's position in the market during recession, customer recognition and needs). They were in recession, creativity in marketing during the recession and marketing mix during the recession), interventionist conditions (increasing market share during the recession period, financial and human factors during the recession period, distribution channels and marketing network during the recession), strategies (differentiation strategy, cost strategy, contraction strategy and development strategy) and outcomes (continuation of customer relationship during recession, development of skills and creativity of enterprises and proper use of resources in the period stagnation) has been achieved Manuscript profile
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        520 - Developing a conceptual framework for the use of digital marketing in the capital market based on theories of planned behavior and technology acceptance Case study: stock brokerage companies in Tehran
        Mostafa Hosseinzadeh Shadan Vahabzadeh Munshi Hamed Abbasi Nami Hormoz Mehrani Abolfazl Shahrabadi
        10.30495/fed.2023.698846
        AbstractThis research aims to provide a conceptual framework to explain the implementation of digital marketing in the capital market for stock brokerage companies in Tehran and the factors affecting its formation. In this regard, a survey field study was conducted by d More
        AbstractThis research aims to provide a conceptual framework to explain the implementation of digital marketing in the capital market for stock brokerage companies in Tehran and the factors affecting its formation. In this regard, a survey field study was conducted by distributing questionnaires to a sample of 369 CEOs and vice presidents of brokerage companies. The questionnaire used included 9 dimensions and 38 items, which were distributed among the members of the statistical sample after ensuring reliability and validity.Partial least squares technique and SmartPLS software were used for data analysis. Based on the obtained results, perceived usefulness and perceived ease have a significant effect on the attitude towards digital marketing; Also, attitude, perceived risk, predictable regret, mental norms and behavioral control have a significant effect on the behavioral inclination towards digital marketing, and the latter has a positive and significant effect on the acceptance of digital marketing in the capital market   The results of fitting showed that the model proposed in this research has good validity and fit. Manuscript profile
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        521 - Designing and Testing the City Branding Model (Case Study: Guilan Province)
        shahram shahabi Narges Delafrooz Ali Gholipour Soleymani Mohammad Taleghani
        10.30495/fed.2023.698850
        AbstractUrban branding is a strategy that gives the city an unforgettable identity and is a tool that can deliver the city's core value quickly. The present study designs and tests the urban brand creation model (Case study: Preser and Bandar Anzali cities of Guilan pro More
        AbstractUrban branding is a strategy that gives the city an unforgettable identity and is a tool that can deliver the city's core value quickly. The present study designs and tests the urban brand creation model (Case study: Preser and Bandar Anzali cities of Guilan province). The findings and results of the qualitative and quantitative data analysis are presented in two parts. The first part deals with the qualitative findings and the second part deals with the quantitative results. The statistical population of the qualitative part of the research includes urban managers, cultural and tourism heritage managers, environmental managers, tourism activists, academic elites in the field of urban brand creation and 15 samples were completed. Statistical population includes urban, tourism and cultural heritage managers as well as people or people visiting the prestigious cities of Bandar Anzali using Morgan table and sample size of 384 people. The qualitative findings of the study include causal factors, main phenomena or categories, confounding factors, strategy, contextual factors, and outcomes. The quantitative findings of the final research model showed that all factor loads were statistically significant, welfare services ranked first and tourism attractions ranked last. Manuscript profile
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        522 - Ranking of Environmental Problems and Obstacles in the Field of Domestic Goods Marketing Management with a Resistance Economy Approach Using the AHP Method
        arghavan yarahmadi Mohammad Reza Jaber Ansari
        10.30495/fed.2023.707992
        Abstract The current research has ranked environmental problems and obstacles in the field of domestic goods marketing management with a resistance economy approach. Among the statistical population of the research, 10 managers of electrical household appliances compan More
        Abstract The current research has ranked environmental problems and obstacles in the field of domestic goods marketing management with a resistance economy approach. Among the statistical population of the research, 10 managers of electrical household appliances company were selected by theoretical saturation method. The research tool included a researcher-made questionnaire. Examining the results showed that in the structural-political dimension, priority is given to the indicator of failure to reduce dependence on oil. For the structural-economic dimension, the highest priority is with the index of fighting against economic corruptors and economic corruptions, for the structural-social dimension, the highest priority is with the tax payment index, for the structural-technological dimension, the highest priority is with the index of the change in the direction of the economy based on resources to an economy based on innovation. In the social-behavioral dimension, the highest priority is given to the index of consumption of domestic products in devices, for the behavioral-technological dimension, the highest priority is given to the indicator of the development of infrastructure required for the empowerment of the workforce, in the contextual-economic dimension, the highest priority is given to the index of creating a competitive environment in the production sector and Distribution is in some product groups. For the contextual-social dimension, the most priority is with the index of strengthening public trust between the government and the people in economic policies, and for the contextual-technological dimension, the most priority is with the index of the use of new technologies in the automobile industry. Manuscript profile
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        523 - Designing an Emotional Marketing Model with Emotional Approach in orde to Implemnt Goog Governance: Case Study of Bank Sepah Customers in North of Tehran
        Siamak Naseri Vahid Araei Mina Jamshidi
        10.30495/fed.2022.697616
        AbstractObjectives: This research aims to implement an emotional marketing model with emotional approach in order to reach to a good governance. The case study was done on customers of Bank Sepah in northern zone of Tehran.Methodology: The research is practical survey a More
        AbstractObjectives: This research aims to implement an emotional marketing model with emotional approach in order to reach to a good governance. The case study was done on customers of Bank Sepah in northern zone of Tehran.Methodology: The research is practical survey and the statistical population consists of 10 experts in a decision team exploring indicators and variables by targeted non-random and snow bullet methods.Results: The research is calibrated into 51 indicators totally classified in 11 components and 3 dimensions. The components are Understanding Emotions, Quality of Emotional Relations, Reaction to Emotions, Motivations, Capitalization, Instruction, Communication, Information, Social Skills, Value Creation and Participatory Strategy.Conclusion: Three main dimensions of Emotional Performance, Emotional Self-Effectiveness and Emotional Participatory must be considered in reaching the model  for implementing emotional marketing with emotional approach in order to come off good governance by the case study of Bank Sepah customers in north of Tehran. Manuscript profile
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        524 - Measuring the quality of customer relationship management for the development of digital marketing strategies in Shahr Bank
        Mohammad Reza Javid Sina Nematizadeh Behrouz Ghasemi
        10.30495/fed.2023.702195
        Abstract With the transition from the traditional economy and increasing competition in new dimensions, the customer has become the main pillar and the center of all organizational activities. From a competitive perspective, the survival and continuity of organizations More
        Abstract With the transition from the traditional economy and increasing competition in new dimensions, the customer has become the main pillar and the center of all organizational activities. From a competitive perspective, the survival and continuity of organizations depend on identifying and attracting new customers and maintaining existing ones. Moreover, acquiring new customers costs five times more than retaining existing ones. This means that instead of differentiating products, organizations should identify their customers and shift their focus from increasing market share to increasing customer share. According to the 20/80 rule, 20% of customers contribute to 80% of the organization's sales. This indicates the necessity of maintaining long-term profitable relationships with customers to maximize profits. This research aims to measure the quality of customer relationship management for developing digital marketing strategies at Shahr Bank. The statistical population of this study included all experts and senior managers of Shahr's Bank headquarters and stakeholders. Using Cochran's formula, 125 individuals were selected as the statistical sample. Sampling was done as a random cluster. The collected data were analyzed using SPSS software. The results of the study showed that the infrastructure variables, organizational environment, customer orientation, human resources, relationship management, service quality, management and planning, strategic management, marketing, and performance in Shahr Bank are in a desirable state. The use of up-to-date technologies and the implementation of an appropriate organizational structure for managing customer relationships were identified as reasons for this desirability. Manuscript profile
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        525 - Presentation of a Brand Equity Model Influenced by Social Media Marketing Activities
        Mohammad nafeii Leila andervazh Hamidreza saeednia
        The present study aims to present a brand equity model under the influence of social media marketing (SMM) activities. This study is qualitative research in terms of objective and nature, which was conducted based on the grounded theory (GT) approach. The data collectio More
        The present study aims to present a brand equity model under the influence of social media marketing (SMM) activities. This study is qualitative research in terms of objective and nature, which was conducted based on the grounded theory (GT) approach. The data collection tools included in-depth interviews. To do this, using the purposeful sampling, 12 experts familiar with the subject (SMM experts and managers of companies active in the area of marketing and virtual companies in Tehran, Iran) were chosen and interviewed. Data were analyzed in the three open, axial, and selective coding stages. The results indicated that there are more than 260 initial codes or concepts from the interviews, 53 concepts, and 26 categories laying in the model, including SMM activities (main phenomenon), transparency of existing rules and standards (ruling bed), support (causal conditions), social responsibility of companies (strategies), managerial-promotional activities, customer-related factors (intervening conditions), and brand equity (outcomes). Manuscript profile
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        526 - Designing an Integrated Development Model to Evaluate the Marketing Capabilities Criteria in Tejarat Bank: Explain the Resource-Based View
        Sayed Mehdi Ahmadi Afshar abbas heidari mina jamshidi
        As the competitive environment becomes more complex and unpredictable, banks rely on using superior approaches and developing their competencies and capabilities in the face of uncertainty to create a competitive advantage and achieve business goals. From a resource-bas More
        As the competitive environment becomes more complex and unpredictable, banks rely on using superior approaches and developing their competencies and capabilities in the face of uncertainty to create a competitive advantage and achieve business goals. From a resource-based perspective, identifying a competitive position depends on identifying the sources of competitiveness to create a sustainable competitive advantage in the long run. The purpose of this study is to identify and determine the marketing capability indicators that have the greatest impact on the competitive advantage of Tejarat Bank. Based on the resource-based view, the marketing capabilitiy criteria were comprehensively identified through documentary study and with the help of fuzzy Delphi method and the opinion of 15 experts. In order to structure the relationships between the marketing capabilities criteria, Interpretive Structural Modeling was used and by developing an integrated model to measure the effectiveness of the.The results showed that “external communications” and “analysis and formulation of the strategy” crieria are important and vital criteria that are considered as the basis of marketing capability structure and have the effectiveness. Manuscript profile
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        527 - Designing a process model for Content Marketing aimed at strengthening the intention to buy customers of the retail industry focusing on social media
        shiva ghavami lahiji Vahidreza Mirabi Mahdi Bagheri Serajalddin Mohebbi
        تحقیق حاضر با هدف ارائه الگوی فرایندی بازاریابی محتوا با هدف تقویت قصد خرید مشتریان صنعت خرده فروشی با تمرکز بر رسانه‌های اجتماعی به انجام رسیده است. این تحقیق از لحاظ هدف کاربردی، و از لحاظ رویکرد پیمایشی-اکتشافی می باشد. جامعه آماری این تحقیق گروهی از خبرگان حوزه مدیر More
        تحقیق حاضر با هدف ارائه الگوی فرایندی بازاریابی محتوا با هدف تقویت قصد خرید مشتریان صنعت خرده فروشی با تمرکز بر رسانه‌های اجتماعی به انجام رسیده است. این تحقیق از لحاظ هدف کاربردی، و از لحاظ رویکرد پیمایشی-اکتشافی می باشد. جامعه آماری این تحقیق گروهی از خبرگان حوزه مدیریت بازاریابی بودند و مورد مصاحبه عمیق قرار گرفتند. این انتخاب و انجام مصاحبه، تا رسیدن به اشباع نظری ادامه یافت و پس از آن متوقف شد. در این تحقیق، از روش نمونه گیری گلوله برفی استفاده شد و این فرایند تا رسیدن به اشباع نظری محقق ادامه یافت. سرانجام این روش، مصاحبه با 9 نفر از خبرگان بود. در این تحقیق، از آنجایی که از روش تئوری داده بنیاد استفاده گردید، ابزار اصلی جمع آوری داده‌ها، مصاحبه عمیق و غیرساختار یافته با خبرگان بود. سرانجام پس از طی کدگذاری‌های سه گانه باز، محوری و انتخابی، مدل مفهومی تحقیق بر اساس مدل پارادایمی طراحی شد. کلمات کلیدی: بازاریابی محتوا، قصد خرید، رسانه‌های اجتماعی، صنعت خرده فروشی، تئوری داده بنیاد Manuscript profile
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        528 - Exploring the model of dark side of marketing with focusing on materialism based on a grounded theory model
        Sayyed Farhang Abroomandi Bahram Kheiri Ahmad Vedadi
        The purpose of this research is to provide a comprehensive model of the positive and negative functions of marketing in the modern world. The positive functions that marketing science has focused on so far and the negative functions that have to be taken seriously in li More
        The purpose of this research is to provide a comprehensive model of the positive and negative functions of marketing in the modern world. The positive functions that marketing science has focused on so far and the negative functions that have to be taken seriously in light of the problems that have arisen in consumer societies at the individual and social levels. The methodology of the present study focuses on the use grounded theory in order to achieve a comprehensive marketing model. And then attempted to test the model using a questionnaire tool distributed among 430 chain stores consumers. The research's approach was to explore theoretical context in which the consumer, manufacturer, and marketer, through the daily activities and living under the modern paradigm and consumerism, gained a deeper awareness of the various aspects of their behaviors. The results of this research in the qualitative section obtained through in-depth interviews have led us to conclude that materialism and the alienation of the consumer human being have become one of the most fundamental concepts of modern human life. Manuscript profile
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        529 - Designing and providing marketing services for Sepah Bank in the banking industry
        Hosein Adelkhani farideh hagh shenas kashani
        Based on open-ended questionnaires and interviews, opportunities and threats (macroeconomic, social, political, technological, and competitors) from the expert community were collected and then coded, indexed, and re-categorized and re-surveyed using the Grounded Theory More
        Based on open-ended questionnaires and interviews, opportunities and threats (macroeconomic, social, political, technological, and competitors) from the expert community were collected and then coded, indexed, and re-categorized and re-surveyed using the Grounded Theory and Entropy method. The component was then determined. Then there are 31 opportunities and 41 threats in 16 general dimensions (electronic banking and information technology, mental image, how and where to offer services, services and products, organizational structure and processes, liquidity status, social responsibility, transparency and administrative health, capital Human, income and profitability status, liquidity status, compliance with prudential, regulatory and regulatory requirements, capital status, asset quality, research and development, management quality). Also, the strengths and weaknesses of the bank from the internal expert community were determined based on the above methods and 19 strengths and 20 weaknesses in 15 general dimensions (customer assurance, banking, financial resources, quality of products and services, channel optimization Communication, New Business, Human Capital Management, Enterprise Capital Management, Profitability Opportunities, Employees, International Banking, Product Diversity and Service, Customer Relationship, Operational Process Improvement, Information Capital Management) Identified. 50 strategies have been formulated and based on QSPM matrix 30 strategies have been designed. Manuscript profile
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        530 - Identifying the Resilient Economy Components Affecting Strategic Marketing in the Hotel Industry
        Elham Kiyanmehr soheil sarmadsaidy Behrooz Ghasemi
        In today's competitive atmosphere of the hospitality industry, increasing hotel capacity is one of the main concerns of managers. The purpose of the research is to identify within the framework of the Resilient Economy Declaration Policies on Enabling Internal Capacitie More
        In today's competitive atmosphere of the hospitality industry, increasing hotel capacity is one of the main concerns of managers. The purpose of the research is to identify within the framework of the Resilient Economy Declaration Policies on Enabling Internal Capacities, Dimensions and Components Affecting the Strategic Marketing of Hotels to Increase the Hotel's Potential Capacity in the Face of the Special Economic Conditions of the Sanctions and Eventually, Develops the hotel industry and tourism industry. For this purpose, the basic dimensions of research were designed using qualitative content analysis method. Then the final components is extracted by sending questionnaire for experts , and Delphi method. The statistical population is related to the determinants of resilient economy, scientific and organizational experts. The results show that the components of the resilient economy affecting strategic hotel marketing in this study , are manpower productivity , leadership, cultural fit, structure fit and customer orientation. Manuscript profile
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        531 - Explaining and Prioritizing Effective Advertising Factors Using Fuzzy Hierarchy (FAHP)
        soheila shamsadini Farhad Hanifi vahid reza mirabi
        Reviewing and evaluating the effectiveness of propaganda can serve as a criterion for converting weaknesses into strengths and adjusting its budget. Also, identifying the factors affecting the effectiveness of advertising can lead to its more professional design and imp More
        Reviewing and evaluating the effectiveness of propaganda can serve as a criterion for converting weaknesses into strengths and adjusting its budget. Also, identifying the factors affecting the effectiveness of advertising can lead to its more professional design and implementation. The purpose of this study is to explain and prioritize the factors affecting the effectiveness of modern economy bank propaganda in Iran. The study population consisted of 50 scientific and organizational experts. According to the research literature, effective criteria and sub-criteria have been extracted. The final indices were extracted using fuzzy Delphi technique and according to experts. Then, using fuzzy AHP method, the ranking of criteria is discussed. The extracted criteria are: demographic characteristics, emotions and individual attitudes of the audience, appearance characteristics of the message, message content, market characteristics, cultural, economic, design and nature of services, advertising methods. The results showed that advertising methods, design and nature of services, message characteristics, personal emotions and attitudes of the audience, demographic characteristics, message content, economic, market characteristics, culture, ranked first to ninth, respectively. dedicated. Manuscript profile
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        532 - Investigation and Identification the action factors for developing the Blue Ocean Strategy in Iran's distribution Industry, Using Marketing Mix of Service (8P) and , Four Actions Framework
        Morteza farahnak Maryam DaneshmandMehr
        Objective of this work is to Identification investigation of action factors for developing the Oceanic Strategy in Iran's distribution Industry Using Marketing Mix of Service (8P) and Four Actions Framework. Given that the distribution industry is a service activity. Of More
        Objective of this work is to Identification investigation of action factors for developing the Oceanic Strategy in Iran's distribution Industry Using Marketing Mix of Service (8P) and Four Actions Framework. Given that the distribution industry is a service activity. Of the elements service marketing were used as basic indicators of the industry. A questionnaire has been made, distinguishing 34 item Related to this industry with comments and interviews with some professors and distributing industry managers and 162 questionnaires were diffusion among industry activists and Data were analyzed using SPSS software for the mean of each index and it was ranked according to the score.The results obtained showed that the Four Actions Framework tool (Eliminate, Reduce, Increase and creation) can have a significant impact on appropriate resource allocation and the determination of important indicators. Overall, the most effective product index and most important items were identified as product quality, online feedback system, cost and waste reduction and product basket variety. Manuscript profile
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        533 - Design and presentation of brand personality marketing model to enhance customer loyalty
        reza begmoradi Alireza Rousta Esfandiar Doshmanziyari
        In this study, branding personality marketing was designed and presented for increase customer loyalty. The research method is applied and explanatory approach; therefore, it was done in two phases, qualitative and quantitative. The information was collected in the qual More
        In this study, branding personality marketing was designed and presented for increase customer loyalty. The research method is applied and explanatory approach; therefore, it was done in two phases, qualitative and quantitative. The information was collected in the qualitative phase through interviews with 16 managers and experts in the homeappliance industry, by the snowball sampling method. Also, in the quantitative section, the required data were collected by distributing a researcher-made questionnaire among 80 customers of homeappliances on Kish. In order to design and implement the explained model, the technique of modeling structural equations with pls software was used to test the qualitative model. The results showed, mixed marketing elements and Brand management affects brand personality, but customer attitudes do not affect brand personality. Brand personality affects the brand position stabilization, but it does not affect the decision to buy. The functional characteristics of the brand affect the decision to buy, but it does not affect the brand position stabilization. Environmental factors affect brand position stabilization but do not affect to buying decision. Brand experience does not affect brand position stabilization, but it does affect purchasing decisions. Also, stabilizing the brand position stabilization and purchasing decision does not affect brand loyalty. Manuscript profile
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        534 - Introverted and extroverted marketing model in digital marketing based on Grounded theory
        razieh kokabi Kambiz heidarzadeh Bahram kheiri
        Summary Due to the wide range of changes and developments in various areas of business, the need for organizations to increase the quality of their products and services has increased. Therefore, in this regard, organizations need to develop organizational capabilities More
        Summary Due to the wide range of changes and developments in various areas of business, the need for organizations to increase the quality of their products and services has increased. Therefore, in this regard, organizations need to develop organizational capabilities to provide high quality products and services. In today's business environment, managers pay close attention to meeting the needs of customers in order to remain competitive and provide financial benefits to the satisfaction of owners and shareholders. Marketing is a phenomenon that has undergone many changes in recent decades and all these times these changes have affected the research conducted in this field. Today, marketing is not just a function in the organization or related to a specific unit in the organization, but the whole organization is related to the concept of marketing. Today, many of the marketing activities that normally need to be done in a marketing unit are distributed among the various functions of the organization, such as human resource management, sales, and product engineering. This approach has led to a new wave of marketing research, as well as technological changes such as the advent of the Internet and the Web in marketing research. Manuscript profile
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        535 - Presenting a conceptual model of corporate banking in specialized banks
        alireza nazari Mohammad Hossein Ranjbar Sirajuddin Mohebbi Mehdi Bagheri
        The purpose of this study is to identify the dimensions and components of the corporate banking model in specialized banks. In the last two decades, banks have tried to base their activities on providing services to the people. Review of corporate banking concepts After More
        The purpose of this study is to identify the dimensions and components of the corporate banking model in specialized banks. In the last two decades, banks have tried to base their activities on providing services to the people. Review of corporate banking concepts After conducting a review of the status of advanced banks, by interviewing banking industry experts using qualitative analysis method, we designed the corporate banking model in specialized banks by banking industry experts and identified metrics and components. Professors, experts and experts in the field of banking and corporate banking and the sample size includes 21 of them. To collect the data while conducting a semi-structured interview and using the Delphi method, a qualitative analysis was performed with the software of MAXQDA (MAXQDA 2018). Based on this, thirteen components in corporate banking were identified in specialized banks and finally the results showed that eleven components. : Customer identification, marketing strategy, communication channels, corporate banking performance, needs identification, competitive advantage, data security, customer acquisition and retention, innovation and diversity, skill and expertise and customer loyalty were approved. Finally, a conceptual model is presented. Manuscript profile
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        536 - Preparation Of Electronic Marketing Implementation Model In The Field Of Sports Marketing
        salman farsi hamid reza saybani mehdi savadi
        This study was performed on the structural equation of factors affecting e-marketing in the prevailing environment in the field of sports business. The statistical population is the physical education faculty members of Islamic Azad universities, which numbered 1000 peo More
        This study was performed on the structural equation of factors affecting e-marketing in the prevailing environment in the field of sports business. The statistical population is the physical education faculty members of Islamic Azad universities, which numbered 1000 people. Sampling using Morgan table and using cluster random sampling method to clusters of north, south, east, west, center for units University and professors were sampled randomly. The statistical sample size was 252 people. For the model, a researcher-made questionnaire was prepared that includes 55 items and components of social networks. Product design. Electronic services. Marketing communications, value chain and knowledge sharing. Its validity was confirmed by confirmatory and exploratory factor analysis and its reliability was confirmed by Cronbach's alpha of 0.91. The questionnaire was given to 252 physical education teachers across the country. Data were analyzed by SPSS21 and AMOS software. The results for the structural equation model showed that path coefficients for social networks, product design, e-services, marketing communications, value chain and knowledge sharing were 0.79, 0.76, 0.57, 0.72, 71, respectively. 0 and 0.73. The results obtained social networks have the highest share and electronic services have the lowest share in this model. Manuscript profile
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        537 - Investigating the effect of moderator variable on managerial ethical activities on altruistic marketing in Islamic business
        sara amirhesari Hossein Emari Hossein Gharebiglo hossein budaghi
        The main purpose of this research is to conceptualize and operationalize "altruistic marketing" in the business environment and business performance. The method of this research is mixed. The statistical population of the research is in the qualitative section "Professo More
        The main purpose of this research is to conceptualize and operationalize "altruistic marketing" in the business environment and business performance. The method of this research is mixed. The statistical population of the research is in the qualitative section "Professors working in the seminaries of East Azerbaijan province" and in the quantitative section "Students of the seminaries of East Azerbaijan province". In order to analyze the data in the qualitative part, the hidden content analysis has been used and in a small part, the Prasse software has been used. Statistical results showed that the effect of altruistic marketing on the business environment is positive and significant. Similarly, the impact of altruistic marketing on business performance was positive and significant .The impact of the business environment on business performance was also positive and significant . Statistical results also showed that the interaction between neo-friendly marketing and the leader's ethical activities on business performance was positive and significant The findings show that the indirect effect of neo-friendly marketing on business performance is significant by moderating the leader's ethical activities This evidence suggests that the indirect effect of altruistic marketing on business performance through the business environment is moderated by the leader's ethical activities. Manuscript profile
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        538 - Designing Model Internal Marketing with Entrepreneurial Orientation Approach to the Development of Start-up Business Economics(Mixed paradigm)
        Alireza Tayebi Mehdi Karimi Zand Sayyed Abbas Heidari
        The present study sought to identify elements and to present a model Internal Marketing with Entrepreneurial Orientation approach to the development of Start-up business economics of Iran’s by using the mixed research method.The research population in the qualitat More
        The present study sought to identify elements and to present a model Internal Marketing with Entrepreneurial Orientation approach to the development of Start-up business economics of Iran’s by using the mixed research method.The research population in the qualitative section was experts and the population in the quantitative section was managers,experts,and knowledgeable people in the field of Internal Marketing and Start-up businesses.The Grounded Theory was used for qualitative data analysis and descriptive statistics,confirmatory statistical analysis, and structural equations were used for the quantitative analysis.In the qualitative section,the data from the in-depth semi-structured interview and the Grounded Theory and were coded in the three stages of open, axial and selective coding,the paradigmatic model Internal Marketing with Entrepreneurial Orientation approach to the development of Start-up business economics was presented,The findings of the qualitative part indicated that Development of entrepreneurial activities,Competitive Advantage and Promote innovation as executive consequences of internal marketing of Start-up business economics Iran’s was raised.Finally,in the quantitative section,the results of the coefficient model of the effect of the change factors on the outcomes showed the confirmation of the relationships.The results of the goodness of fit index showed a value of 0.665 indicating a strong fit and utility of the model Manuscript profile
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        539 - Agility in marketing capabilities, design and prioritization of criteria - studied health tourism
        anoosh omidi Alireza Pooya Hadi Bastam Ali Hosein zadeh
        AbstractThe pace of change in today's world has led businesses to take agility and upgrade essential capabilities to meet environmental challenges. Agility, or the ability to adapt quickly and in a timely manner to changing international markets at low cost and high add More
        AbstractThe pace of change in today's world has led businesses to take agility and upgrade essential capabilities to meet environmental challenges. Agility, or the ability to adapt quickly and in a timely manner to changing international markets at low cost and high added value, must be considered in marketing capabilities. Therefore, in the present study, after presenting the model with a qualitative approach through in-depth semi-structured interviews with health tourism industry experts, university professors and identifying the agility dimensions of marketing capabilities, in the next step using the best-worst method BWM (by selected experts In the health tourism industry), which is one of the newest and most accurate weighting techniques, the importance and prioritization of the obtained concepts have been determined. The results of this research led to the ranking of 14 main concepts that were presented in the form of a paradigm model and their priority was determined. Manuscript profile
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        540 - Formulating and Designing a Model of Antecedents and Interveners of Interactive Two-Way Sense-Centric Marketing with Mixed Method
        Zahra Valipouri Seyed Mehdi Jalali Bita Tabrizin
        Purpose of the research formulating and designing a model of antecedents and interveners of Interactive two-way sense-centric marketing with Mixed method. The method of this research is an exploratory blend that is obtained conceptual model, through qualitative strategi More
        Purpose of the research formulating and designing a model of antecedents and interveners of Interactive two-way sense-centric marketing with Mixed method. The method of this research is an exploratory blend that is obtained conceptual model, through qualitative strategies and then through quantitative strategies fitted and analyzed. In the qualitative phase, the model framework was presented and validated by using the opinions of 14 experts and specialists and based on study resources then in the quantitative phase, with using a distributed questionnaire among 384 Dairy products customers have been implemented in Tehran. Data analysis consists of three main operations: First, the description and preparation necessary data to test the hypotheses, then analyze the relationships between the variables, and finally compare the observed results with the results of the hypotheses are expected. the final model of research in three main categories; Intervening conditions (organizational and brand factors), causal conditions (organizational factors, customer and competitive environment), central phenomenon (sense of taste, smell, sight, touch and hearing) were formed and between all dimensions of antecedents and interveners with two-way interactive marketing Sense-oriented (sensory marketing) There was a significant and positive relationship in the dairy industry Manuscript profile
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        541 - Designing a social media marketing model for chain stores based on brand equity from a consumer perspective
        soniya behzadinasab Leila Andervazh Ebrahim albonaiemi
        Social media was introduced to the virtual world to facilitate communication between people and share conten. With the advancement of technology, the attention of retail marketing managers was drawn to them in order to grow and improve social business. The present quali More
        Social media was introduced to the virtual world to facilitate communication between people and share conten. With the advancement of technology, the attention of retail marketing managers was drawn to them in order to grow and improve social business. The present qualitative research has been conducted with the aim of designing a brand equity model based on social media marketing and using the grounded theory with interview tools from 23 academic experts, managers and experts in the field of marketing and social media with purposeful sampling. Data analysis was performed with MaxQDA software in three stages: open, axial and selective. Based on the results, the model includes influential factors (structural, managerial, store-related and social media-related). Social media marketing includes (advertising, communication and electronic word of mouth ). It encompasses the prevailing context (interactive, competitive and globalizing space). Stakeholders include (religious, technological, and economic factors) that influence social media marketing strategies. Marketing, economic, and human resources actions in the form of strategies shape the marketing implications of brand equity.Marketing managers can take steps to promote brand equity by considering the proposed research model. Manuscript profile
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        542 - The Effect of Ethical Marketing on Brand Credit: Mediating a Service Recovery Strategy
        Behrooz Eskandarpoor Babak Heydari Iraqi somayeh saebnia
        In addition to their medical mission, pharmaceutical companies must perform their duties well in the field of ethical marketing. The purpose of this study was to investigate the impact of ethical marketing on brand credibility with regard to the mediating role of servic More
        In addition to their medical mission, pharmaceutical companies must perform their duties well in the field of ethical marketing. The purpose of this study was to investigate the impact of ethical marketing on brand credibility with regard to the mediating role of service Service Recovery Strategy. The sample consisted of 235 people who were selected by stratified random sampling based on the Hooman method. Data were collected through standard ethical marketing questionnaires, brand restoration strategies, and brand validity. Cronbach's Approval Data analysis was performed in SPSS and Amos software environments. Model adequacy results for the path analysis method with RMSEA 0.068 after model fit indicated that the model fit for this study. Results showed that based on the figures for elongation and skewness, the data have normal distribution. Morality has a positive and significant impact on brand reputation, and the service Service Recovery Strategy mediates this relationship. Ethical marketing also had a significant and positive impact on the resuscitation strategy. And the strategy of revitalizing services had a positive and significant impact on brand reputation Manuscript profile
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        543 - Designing a Financial Services Marketing Model in the Brokerages of the Stock Exchange Organizations
        Ali Mozafari Mohammad Hossein Ranjbar Serajalddin Mohebbi Saeed Moradpour
        The purpose of this study is to "design the financial services marketing model in the brokerages of stock exchanges Organization".In this regard, while reviewing the concepts of marketing and financial services with an interview with experts in the marketing and financi More
        The purpose of this study is to "design the financial services marketing model in the brokerages of stock exchanges Organization".In this regard, while reviewing the concepts of marketing and financial services with an interview with experts in the marketing and financial services industry using qualitative analysis, we design a model of marketing of financial services in brokerages of the Stock Exchange Organization by marketing and brokerage experts by marketing and brokerage experts and identified indices and components.The studied population included all the experts in marketing and brokerage.The sample size of the study was 20 experts in the marketing and corporate financial services selected through the theoretical saturation method. Semi-structured interviews and the Delphi method were used to collect the data in this study.Using MAXQDA software,the results of the qualitative analysis showed that the components of the marketing of the financial services model in the brokerages of the stock exchange and securities organization are 1)Customer attraction and retention, 2)market share,3)the performance of brokers and intermediaries,4)the mix of service marketing,5)establishment of the comprehensive service system,6)investment,7)diversity of companies, 8)environmental factors(marketing and financial services environment).Furthermore,67 indices were confirmed for these components. Manuscript profile
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        544 - The role of sensory marketing in the improvement of customer experience and the intention of purchase from a store (case of study: Ofogh Kourosh chain stores)
        Reza Kazemi majid fattahi Niloofar Imankhan
        Sensory marketing is one of the modern methods of marketing that attracts target market customers by creating a distinct experience and affecting the perception and behavior of the buyer's decision. So, the purpose of the present research is to examine the role of senso More
        Sensory marketing is one of the modern methods of marketing that attracts target market customers by creating a distinct experience and affecting the perception and behavior of the buyer's decision. So, the purpose of the present research is to examine the role of sensory marketing in the improvement of customer experience and the intention of purchase from Ofogh Kourosh chain store in Sari. For this purpose, the questionnaire of the research was distributed among 384 populations that include all customers of Ofogh Kourosh chain stores in Sari. The method of the research was descriptive and correlational. To answer the hypotheses of the research, LISREL Software and structural equations modeling were used. The results showed that sensory marketing has a positive significant effect on the improvement of customer experience and the intention of purchase from the store. Also, all dimensions of sensory marketing have a positive significant effect on the improvement of customer experience and the intention of purchase from the store. Also, all dimensions of sensory marketing have a positive significant effect on the improvement of customer experience and the intention of purchase from the store. Manuscript profile
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        545 - The effect of innovation capability and organization marketing capacity on export marketing performance
        hossein norouzi Shayan Kanani Tehrani Fatemeh Darvish
        The main purpose of this study is to determine the effect of innovation capability and organization marketing capacity on export marketing performance in the dried fruit industry. This research is descriptive-survey (cross-sectional) in terms of method and in terms of p More
        The main purpose of this study is to determine the effect of innovation capability and organization marketing capacity on export marketing performance in the dried fruit industry. This research is descriptive-survey (cross-sectional) in terms of method and in terms of purpose is applied research and in terms of type is in the field of applied research. The statistical population of this study is all managers and practitioners of dried fruit industries active in Tehran. A sample of 340 people were selected and studied by the available non-probabilistic sampling method. The validity of the questionnaire was confirmed by KMO test and the reliability of the questionnaire was confirmed by Cronbach's alpha coefficient. Also, all stages of testing and analysis of hypotheses were performed using SPSS V: 23.0 and AMOS V: 18. The results of the analysis showed that the innovation capability has a positive and significant effect on the types of innovation in the dried fruit industry. Also, the types of innovation have a significant effect on the performance of innovation. On the other hand, the results indicate that the performance of innovation and marketing capacity and its dimensions have a positive and significant effect on the performance of export marketing. Manuscript profile
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        546 - Investigation Effect Perceived Value on Word-of-Mouth With the Role Mediation Customer Satisfaction (Case of : Consumers of Pars Khazar Home Appliances Products)
        Ebrahim Khademi Vahid Mirzaei
        Research Present With a purpose investigating the impact of perceived value on Word-of-mouth marketing With the role of mediation customer satisfaction. In terms of purpose, this was an applied research, and in terms of collecting data, it is a descriptive- survey study More
        Research Present With a purpose investigating the impact of perceived value on Word-of-mouth marketing With the role of mediation customer satisfaction. In terms of purpose, this was an applied research, and in terms of collecting data, it is a descriptive- survey study and of the correlational type. Statistical population of this unlimited research and Includes all consumers of Pars Khazar household appliances in North Khorasan province For Determine sample size Used Morgan table and Number 384 people were selected for the sample. The sampling method in this research has been available. A questionnaire was used to collect data.Validity of the questionnaire was approved by management professors and For the reliability of the questionnaire, Cronbach's alpha coefficients were used That coefficient for variables Perceived value (0.714), Customer satisfaction (0.701) and Word-of-mouth marketing (0.915) obtained. Collected data using descriptive statistical methods through software spss 21 and Inferential statistics using software Lisrel Were analyzed. The findings show, Perceived value has a positive and significant effect on customer satisfaction and Word-of-mouth marketing. Customer satisfaction has a positive and significant effect on Word-of-mouth marketing. also Perceived value indirectly and through customer satisfaction on Word-of-mouth marketing has a positive and significant effect. Manuscript profile
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        547 - Interpretive structural computational model (ISM) for identifying and classifying internal marketing management indicators
        Mohammadreza Dorrani Farshid Namamian
        The present study is aimed at identifying environmental and effective factors, internal strengths and weaknesses of the organization in order to implement the performance and ability of internal marketing on organizational and professional consequences in the Digital De More
        The present study is aimed at identifying environmental and effective factors, internal strengths and weaknesses of the organization in order to implement the performance and ability of internal marketing on organizational and professional consequences in the Digital Development Industries (Private Joint Stock Company). In this regard, descriptive-survey approaches and structural-interpretive model have been used to determine the organizational marketing management strategy, due to which environmental factors involved in the organization including material motivational factors, intangible motivational factors, environmental factors, appropriate tools and equipment, knowledge. And the expertise of personnel and managers, support and optimization, vision and organizational foresight have been identified. These factors have been prepared as input to the ISM model in the form of structural self-interaction matrices, achievements, and have been used to estimate the influence-dependency power diagram. The modeling results show that the material motivation factor has the most important effect on prioritization over other identified factors Manuscript profile
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        548 - The factors Influencing Consumption of Art Films
        Farzin Nematbakhsh Abkenar Mansoure Aligholi seyed kamran Nourbakhsh Hossein Safarzadeh
        In the various previous researches have paid more attention to understanding the different angles and dimensions of the factors affecting film consumption. Concentrating on what is known as an "art film" and identifying the factors that influence on its consumption are More
        In the various previous researches have paid more attention to understanding the different angles and dimensions of the factors affecting film consumption. Concentrating on what is known as an "art film" and identifying the factors that influence on its consumption are at the main focus of this study. The present research has been done according a qualitative approach based on Grounded Theory Method and data has been gathered through depth interviews with some of the most prominent people in the various fields such as production, distribution, movie screening, cultural policymakers and cinema industry-art professors. The data were analyzed using principles related to grounded theory (open and selective coding, continuous comparative analysis, creating concepts, and categories). The results of data coding have led to the identification of 38 concepts that were categorized into 7 categories. An in-depth understanding of the affected factors on the consumption of art films can make use as the results of the present study for a set of elements involved in the subject, from pre-production to marketing, distributing and finally film screening with cultural managers. This study could increase number of art film audiences with providing appropriate contexts in order to improve the conditions and its completion. Manuscript profile
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        549 - The Effect Of Digital Marketing On Brand Loyalty With The Required Intermediary Role Of The Product (Case Study: Manizan Dairy Products Company, Kermanshah)
        seyed reza mousavi fard seyed reza hasani
        AbstractThe purpose of this study is to investigate the effect of digital marketing on brand loyalty with the mediating role of product innovation. This research is applied in terms of purpose and descriptive-survey nature in terms of causal type. The method of collecti More
        AbstractThe purpose of this study is to investigate the effect of digital marketing on brand loyalty with the mediating role of product innovation. This research is applied in terms of purpose and descriptive-survey nature in terms of causal type. The method of collecting library information and the required tools is taking notes. The statistical population of the study includes the customers of Manizan Dairy Products Company in Kermanshah. Simple random sampling method and sample size using Cochran's formula is 384 people. The method of data collection is field and the required tools are the use of standard questionnaires of digital marketing (researcher-made), brand loyalty of Crystalis and Chrischo (2013) and product innovation of Paladino (2008). The method of data analysis is descriptive statistics using SPSS26 software. AMOS 24 software was also used to model structural equations. The findings show that digital marketing explains 54% of product innovation changes. Digital marketing also predicts 56% changes in brand loyalty. Finally, product innovation explains 30% of changes in brand loyalty. The results showed that digital marketing is effective on brand loyalty with the mediating role of product innovation with a coefficient of 3.47 of the Sobel test (T- Manuscript profile
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        550 - Investigating the role of social media marketing on value creation and its effect on customer behavior in public health centers in Tehran
        Anahita Rahmati AREZOO Ahmadi Danyali
        AbstractOne of the ways to reduce inappropriate behaviors in medical centers is to create a platform for the occurrence of extra-role customer behaviors and motivate the client to perform citizenship and participatory behaviors that can reduce the incidence of violence More
        AbstractOne of the ways to reduce inappropriate behaviors in medical centers is to create a platform for the occurrence of extra-role customer behaviors and motivate the client to perform citizenship and participatory behaviors that can reduce the incidence of violence in medical centers . Five medical centers were selected by cluster sampling method and the sample were selected from among the patients referred to these centers. To collect the data, a standard questionnaire was extracted from the base articles and compiled in accordance with the statistical population. The validity of the questionnaire was assessed and confirmed by two methods of face and content validity. The reliability of the questionnaire was also measured with Cronbach's alpha and confirmed. Questionnaires were distributed among the sample and 384 healthy questionnaires were collected. The collected data were analyzed using structural equation modeling and Amos software. Findings of the study indicate that all the features of social media, including entertainment, customization, interaction, word-of-mouth electronic advertising and up-to-dateness, had a significant effect on the dimensions of value creation. These dimensions also have a significant and positive effect on the two dimensions of citizenship behavior and participatory behavior. Manuscript profile
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        551 - Exploratory Factor Analysis and Confirmatory Factor Analysis of Marketing Capabilities of Bank Melli Iran Brand in Tehran Province
        mohammad najafzadeh ziaodin Sayyed Abbas Heidari Bahram Kheiri
        Background: Marketing capabilities, if high in companies, will enable them to obtain information about competitors' actions and reactions, create special value for their customers and create barriers to the entry of competitors and prevent their threats.Objective: Explo More
        Background: Marketing capabilities, if high in companies, will enable them to obtain information about competitors' actions and reactions, create special value for their customers and create barriers to the entry of competitors and prevent their threats.Objective: Exploratory factor analysis and confirmatory factor analysis of marketing capabilities of Melli Bank of Iran brand in Tehran province. Materials and Methods: In terms of the type of research, the research was applied and based on the path in terms of descriptive type, based on cross-sectional time and based on the implementation of the field type that was conducted in Melli Bank of Tehran. The type and method of research in this research is descriptive method. Results: For all models, the value of the division of kai statistics 2 to the degree of freedom less than 2 and the amount of RMSEA was less than 08.0, so it can be concluded that the mentioned models have a good fit. Manuscript profile
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        552 - Investigating the effect of organizational capabilities on competitive performance with the mediating role of organizational agility
        elnaz allaf jafari Alireza Rousta Aََhmad Royaei
        The purpose of this research is to investigate the effect of organizational capabilities on organizational performance with the mediating role of organizational agility. The current research is descriptive-survey in terms of method and practical in terms of purpose. The More
        The purpose of this research is to investigate the effect of organizational capabilities on organizational performance with the mediating role of organizational agility. The current research is descriptive-survey in terms of method and practical in terms of purpose. The statistical population of the research was 200 employees and managers of Kavirmotor, and 128 people were selected using the Morgan-Karjesi table with a simple random sampling method. The data collection tool was a questionnaire. Data analysis was done with structural equation model and Smart Pls3 software. The results showed that the organizational capabilities have a significant effect on the organization's agility. Organizational agility has a significant impact on competitive performance. Also, organizational capabilities have a significant effect on competitive performance with the mediating role of organizational agility. Dynamic capability does not affect competitive performance. Therefore, the strengthening of organizational capabilities can accelerate the level of reactivity and flexibility of the organization to various developments and lead to the improvement of competitive performance. Also, using new marketing tools and better use of operational elements and giving importance to the skills and knowledge of different departments of the organization can be effective in organizational agility and consequently in improving performance. Manuscript profile
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        553 - Innestigating the Impact of Ethnic Food, Ethnic Marketing and Culturalization on Foreign Totrism With the role of ethnic mediator
        somaye rashidi rasool sanavifard ali hamidizade
        Abstract: The growing growth of glabal trade has paved the way for ethnic marketing and tourism. And Irans potential with diverse ethnicities is important in this regard. The purpose of this study Innestigating the Impact of Ethnic Food, Ethnic Marketing and Culturaliza More
        Abstract: The growing growth of glabal trade has paved the way for ethnic marketing and tourism. And Irans potential with diverse ethnicities is important in this regard. The purpose of this study Innestigating the Impact of Ethnic Food, Ethnic Marketing and Culturalization on Foreign Totrism. The research method is descriptive- survey and applied in terms of purpose. Non-random sampeling method is available and a researcher-mede questionnaire is used. The statistical pop ulation of foreign tourists to the city of Tehran and a sample size of 113 people were selected using non-randomly available methods. The tourism industry is a solution to the economy ,in this regard, more research on food commodification, in order to achive ways to focous on greater profitability and economic development. The results showed that ethnic foods have a positive and signification effect on ethnicity, ethnicity on ethnic marketing, ethnicity on cultural acceptability and ethnicity on Foreign Totrism. Manuscript profile
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        554 - Designing Internal Marketing Model with Entrepreneurial Approach in Start - up Businesses using Grounded Theory
        Alireza Tayebi Mehdi Karimi Zand sayyedabbas heidari
        Purpose–The main purpose of this study is to present an internal marketing model with an entrepreneurial approach in start- up businesses,which emphasis on human resources and employees as internal customers is one of the key business factors with of the organizat More
        Purpose–The main purpose of this study is to present an internal marketing model with an entrepreneurial approach in start- up businesses,which emphasis on human resources and employees as internal customers is one of the key business factors with of the organization and acts as a Comprehensive management process.methodology-the present research is in terms of purpose applied and research-survey in terms of nature.Data collection is qualitative-foundation data(systematic).Data were obtained through semi-structured interviews with eighteen experts and managers with a background in business,based on purposeful sampling method and to the extent of saturation of required information and theoretical adequacy.Findings-After performing three stages of coding the causes and backgrounds Research,the underlying factors of employee citizenship behavior,internal communication and technical evaluation,technology intervention factors,global markets and the structure of work strategies Strategic creation,strategic resource evaluation and value creation and finally the consequences of competitive advantage,promotion of innovation and development of entrepreneurial activities of this phenomenon were identified in the form of a paradigm model of data foundation theorizing.Research limitations/ implications -this study helps knowledge by examining the relationship between, internal marketing and entrepreneurial orientation in start-ups and plays an important role in starting start-ups and their sustainability. Manuscript profile
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        555 - Presenting the model of consumer behavior with emphasizing on inbound & outbound marketing. (Case Study: Consumers of Fast-moving consumer goods in Tehran)
        Maryam Khajavi Bahram Kheiri Ahmad Vedadi
        The aim of the present study is to explore aspects of consumer behavior, with an emphasis on inbound and outbound marketing. From the qualitative point of view, the grounded theory method has been used. The statistical population of the present study in the qualitative More
        The aim of the present study is to explore aspects of consumer behavior, with an emphasis on inbound and outbound marketing. From the qualitative point of view, the grounded theory method has been used. The statistical population of the present study in the qualitative section was formed by academic experts and in the quantitative section, "Consumers of consumer goods in Tehran" and the statistical sample of the quantitative section, the current research is 385 people. In the qualitative part of the present study, using open, axial and selective coding, an attempt was made to create the data obtained in 10 interviews to create a research process model.In the qualitative section, the research results are presented in the form of process and contextual models of consumer behavior with emphasis on inbound and outbound marketing, which consists of a structured model of semantic variables, inbound and outbound marketing, content effectiveness and social convergence of advertising. Manuscript profile
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        556 - Digital Marketing Validation Based on Marketing Intelligence in Isaco
        Farzad Malek Shir Abadi Mehdi Karimi Zand MohammadReza Kabaranzadeh Ghadim
        In recent years, the growth of social media and the increase in their use by customers, has made the media a tool for the company to communicate with consumers. The purpose of this research is to validate digital marketing based on marketing intelligence in Isaco. The r More
        In recent years, the growth of social media and the increase in their use by customers, has made the media a tool for the company to communicate with consumers. The purpose of this research is to validate digital marketing based on marketing intelligence in Isaco. The research has been quantitative and descriptive-applied. The statistical population included all employees of Isaco and other affiliates in the field of marketing and sales. The statistical sample consisted of 340 people based on the rules of sample size in structural equations and randomly available methods. According to the research findings, all correlations had values less than 0.8, so the existence of multiple common linear relationships between variables is ruled out. The value of average variance extracted for the variables of this study is between 0.7759 and 0.5098, which is more than the minimum value of 0.5. Findings showed that digital marketing has a significant effect on marketing intelligence. It has a path coefficient of digital marketing variables and marketing intelligence which is 0.784 and T-statistic is 12.254. GOF index is 0.39, which indicates a strong fit of the model and validity. Manuscript profile
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        557 - Design and explanation of social media-based banking services marketing model
        Hamidreza Azimi vahidreza mirabi hossein safarzadeh
        A review of the trends in the banking system in our country also confirms the fact that financial services providers, In this regard, the aim of the present study is to design and implement a value creation model for bank customers in the process of creating a common br More
        A review of the trends in the banking system in our country also confirms the fact that financial services providers, In this regard, the aim of the present study is to design and implement a value creation model for bank customers in the process of creating a common brand value. According to its objectives and in terms of the process of doing the work, the present research is a descriptive research and exploratory survey. The statistical population in the qualitative section is composed of bank managers of Bank shahr branches located in Tehran province, which was interviewed by targeted method until theoretical saturation, The statistical population of the quantitative section includes all the customers of Bank shahr located in Tehran provincem. Qualitative interview and in a small part of the questionnaire was used, the validity of which was confirmed by expert opinions and reliability with Cronbach's alpha. In order to analyze the data, qualitative content analysis and structural equations were used with PLS2 software. The results showed that The dimensions of the model include customer motivation, customer value, organizational factors, customer experience, customer loyalty and image They are the mind of the customer and the model has a goodfit Manuscript profile
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        558 - Retail banking and its effective marketing factors (Case study: Branches of Mellat bank in Sanandaj)
        Sayed Mohammad MoosaviJad Khabat Nesaei Seyed Mohammad Reza Movahed
        Today, the banking industry plays a role beyond its inherent position in the Iranian economy, which means that it has taken on the duties of other sectors of the economy, especially the financial spheres. This degree of importance requires that more research be done in More
        Today, the banking industry plays a role beyond its inherent position in the Iranian economy, which means that it has taken on the duties of other sectors of the economy, especially the financial spheres. This degree of importance requires that more research be done in this industry. In the present study, according to two basic points; The prominent role of micro-banking in combining resources and reputation management of banks and the high number of micro-customers in banks in Sanandaj, micro-banking has been considered as a turning point of the present study. Therefore, the present study examines micro-banking and marketing factors affecting it. The present study is applied in terms of purpose and descriptive-survey in terms of method. The data collection tool is a questionnaire. The statistical population of the present study is all micro-customers of Bank Mellat branches in Sanandaj and 384 customers were selected as a sample using available Morgan table. The results showed that all research hypotheses are confirmed and there is a significant relationship between research variables. Manuscript profile
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        559 - The Effects Of Corporate Accountability , Customer-oriented And Innovativeness Strategy On Marketing Information System In Service-oriented Companies
        Atiyeh Khojasteh Khosro Ehsaneh Nejad Mohammad Nosratolah Shadnoush
        AbstractBackground: Accountability is what people expect from organizations and it is seen as a tool to control power and get things done betterObjective: To investigate the effect of the role of organizational accountability, customer orientation and innovation strateg More
        AbstractBackground: Accountability is what people expect from organizations and it is seen as a tool to control power and get things done betterObjective: To investigate the effect of the role of organizational accountability, customer orientation and innovation strategy on marketing information system in service-oriented companies Method: Present study is practical and has descriptive-correlational nature.data collection tools;Survey analysis was conducted in this study Results: The results of hypothesis testing showed that the variables of organizational accountability, innovation in products and services of the company and customer orientation have a significant and positive effect on the variable of marketing information system Conclusion:The significant impact of organizational accountability variable makes executives take responsibility for what they do and the services they provide, ensure the quality of their work, and always seek to improve their functions, missions and work.Keywords: Organizational Accountability, Customer Orientation, Innovation Strategy, Marketing Information System . Manuscript profile
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        560 - Presenting the model of B2B content marketing in line with the firm's competitiveness objectives
        Shahrzad Yaghtin Hossein Safarzadeh Mehdi Karimi zand
        Over recent years, business-to-business (B2B) firms have been growingly using digital content marketing to strengthen their relationships with customers. However, most companies disregard the importance of aligning the content marketing strategy with their competitivene More
        Over recent years, business-to-business (B2B) firms have been growingly using digital content marketing to strengthen their relationships with customers. However, most companies disregard the importance of aligning the content marketing strategy with their competitiveness goals. Furthermore, no previous research has been performed to provide a comprehensive framework to implement content marketing in line with the firm’s competitiveness objectives. Hence, this research aims to theoretically contribute to content marketing literature by presenting a conceptual model for planning B2B digital content marketing strategy in line with the firm’s competitiveness goals. For this, a conceptual review was conducted. In light of our findings from this review, effective factors for implementing successful B2B content marketing were identified. Then, the main pillars of B2B content marketing in line with the firms’ competitiveness goals were extracted. Next, the conceptual model of the research was presented. Finally, the relationships between identified variables of the model were tested using the Partial Least Squares method in Smart PLS. Based on our findings, we argue that in order to implement effective digital content marketing in B2B contexts, it is essential to deploy an integrated approach that considers customers’ needs as well as the competitiveness goals of the firm. Manuscript profile
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        561 - Provide a native model of integrated marketing communications (IMC) based on brand promotion
        Vahid Nameni Bahram Kheiri Mansoureh Aligholi
        The purpose of this study is to provide a model for integrated marketing communications ( IMC ) . The research has been done with a qualitative approach and grounded theory method . The tool used to collect data was an interview . Sampling was performed by stratified ra More
        The purpose of this study is to provide a model for integrated marketing communications ( IMC ) . The research has been done with a qualitative approach and grounded theory method . The tool used to collect data was an interview . Sampling was performed by stratified random sampling method . The research community is experts and professors in the field of marketing management . The sample surveyed in this research are 10 professors and experts in the field of marketing management . Coding has been used as a method of data analysis . Using experts , setting goals , setting advertising budgets , pricing strategies are some of the strategies ahead to improve the performance of integrated marketing communications ( IMC ) . It should also be noted that for integrated marketing communications ( IMC ) consequences we can mention branding , brand strengthening , customer satisfaction , brand image . Manuscript profile
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        562 - Identifying the factors affecting the selection of export destinations of Iranian pharmaceutical products
        Ebrahim Vakil Yazdi Rasoul Sanavifard Ali Asghar Eivazi Heshmat
        The purpose of this study is to identify the factors affecting the choice of export destination in the pharmaceutical industry. In the qualitative part, the Delphi method was used to extract the conceptual model. The data of this section was done through a survey of 15 More
        The purpose of this study is to identify the factors affecting the choice of export destination in the pharmaceutical industry. In the qualitative part, the Delphi method was used to extract the conceptual model. The data of this section was done through a survey of 15 academic and export experts and through judgmental sampling and snowball sampling. In the quantitative part, the data collection tool includes a questionnaire and the statistical sample consists of 283 managers, deputies, experts and experts in the field of export and experts of trade-related organizations and university professors, who through the sample method Single-stage clusters are selected. Structural equation modeling and LISREL software were used to analyze the data. The results show trade risk, economic development, attractiveness of market characteristics, technical characteristics of the product, resources and capabilities, company credibility, technological characteristics, membership in contracts and tariff barriers and restrictions. Resulting from government decisions affect the choice of export destination of the pharmaceutic. Manuscript profile
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        563 - Provide a native model of integrated marketing communications (IMC) based on brand promotion
        Vahid Nameni Bahram Kheiri Mansoureh Aligholi
        The purpose of this study is to provide a model for integrated marketing communications ( IMC ) . The method of the research is a descriptive -survey method . The tool used to collect data is questionnaire . The research community is consumers of Paxan products . Sampli More
        The purpose of this study is to provide a model for integrated marketing communications ( IMC ) . The method of the research is a descriptive -survey method . The tool used to collect data is questionnaire . The research community is consumers of Paxan products . Sampling is performed by stratified random sampling method . Sampling method Due to the large number of members of the statistical community , the statistical sample includes 384 people who have been selected by available methods . SPSS and PLS software were used for data analysis . Using experts, setting goals , setting advertising budgets , pricing strategies are some of the strategies ahead to improve the performance of integrated marketing communications ( IMC ) . It should also be noted that for integrated marketing communications ( IMC ) consequences we can mention branding, brand strengthening , customer satisfaction , brand image . Manuscript profile
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        564 - Provide a model of strategic marketing capabilities based on competitive advantage in the banking industry based on the foundation data approach
        Vahid javaheri abbas heydari Bahram Kheiri
        The present study aims to provide a model of strategic marketing capabilities based on competitive advantage in the banking industry based on the foundation data approach. The research method is qualitative and based on data theory of the foundation. Semi-structured int More
        The present study aims to provide a model of strategic marketing capabilities based on competitive advantage in the banking industry based on the foundation data approach. The research method is qualitative and based on data theory of the foundation. Semi-structured interviews were used to collect data and data analysis was performed by Strauss and Corbin method and paradigm model. Sampling was theoretical sampling method and was done using targeted (judgmental) techniques. According to the systematic model of data foundation theory, 15 people were selected for the statistical community of experts and managers with experience in the banking industry. The findings of this study indicate that for the successful implementation of a strategic marketing model based on competitive advantage Develop a positive understanding of marketing more in the field of competitive advantage activities. They can also provide a better picture of their services by emphasizing strategic marketing capabilities in order to pay attention to competitive patterns and take steps to develop a competitive advantage. In addition, this study warns managers about the need to pay attention to strategic marketing capabilities based on competitive advantage in the banking industry. Manuscript profile
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        565 - Designing an Export Marketing Model Considering the Consumer Behavior of Food Products (Case Study: Nuts and Nuts)
        Masih Moghri Golnar Shojaei Baghini
        Abstract The purpose of this study is to design an export marketing model according to the behavior of food consumers (case study: nuts and dried fruits). The research community is the managers and experts of commercial companies. The research is of applied type and has More
        Abstract The purpose of this study is to design an export marketing model according to the behavior of food consumers (case study: nuts and dried fruits). The research community is the managers and experts of commercial companies. The research is of applied type and has been evaluated qualitatively-quantitatively. The components have been identified through the research literature and we have used the Delphi technique to screen the components. The Delphi technique has been performed in 3 rounds by experts working in the field of export. In the second step, we used the ISM (structural-interpretive) technique to level the components and identify the effective components. The results of the research indicate that in the first step, according to the Delphi technique in the export marketing model, 13 components have been approved by experts. In the second step in the structural-interpretive technique, the components are placed on 4 levels. According to the dependence-influence analysis, the components of creativity and innovation and attention to the quality of production have been identified as the most influential component and the key component in the export marketing model. Manuscript profile
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        566 - Presenting Halal Tourism Marketing Model in Middle East (Case Study: Kish Island) with qualitative approach
        seyede fatemeh abdollahi bahnemiri vahidreza mirabi Ali Norouzi mobarake
        This Research has been conducted with the aim of providing the Halal tourism model presentation in 2019 in Kish Island. The samples of this Research included 10 persons. After interview and coding, totally, 227 frequencies were obtained from 10 interview files. After th More
        This Research has been conducted with the aim of providing the Halal tourism model presentation in 2019 in Kish Island. The samples of this Research included 10 persons. After interview and coding, totally, 227 frequencies were obtained from 10 interview files. After the study, very short meaningful keywords were assigned to a part of the text. After classifying the subcomponents, the category of strengths included 8 subcomponents of varied foods and high quality and diversity of the product with the greatest frequency and appropriate climate with the least frequency. The Weaknesses with eight subcomponents of lack of accurate and efficient advertisement had the greatest frequency and too much non-native people without specialty and low number of specialized non-native people, hot weather in the spring and summer had the lowest frequency. The Opportunities with 8 subcomponents was observed where being marine and coastal with the greatest frequency, the cost effectiveness of goods price with the lowest frequency. The Threats was observed with 7 subcomponents of expensiveness and price of flights with the greatest frequency and weak and inefficient management and overtaking of foreign competitors with the least frequency. Totally, 254 frequencies were obtained for categories. Finally the tree model was presented. Manuscript profile
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        567 - Conceptual framework of export marketing capabilities based on competitive advantage
        mahboubeh derakhshandeh kamel kamali masoureh aligholi
        Inadequate export performance of Iranian companies has always been one of the concerns of business managers. In this regard, the present study aims to develop a conceptual framework of export marketing capabilities based on competitive advantage in the food industry. Th More
        Inadequate export performance of Iranian companies has always been one of the concerns of business managers. In this regard, the present study aims to develop a conceptual framework of export marketing capabilities based on competitive advantage in the food industry. This study is an applied goal in terms of implementation method in the form of a descriptive-survey research with a cross-sectional approach. The statistical population includes the senior managers, deputies and supervisors of the top 10 export companies of 191 people, of which a sample of 130 people was selected using the Cochran's formula. In this study, a questionnaire including 7 dimensions and 36 questions was used to collect information to test the hypotheses. The validity of the questionnaire was confirmed using content validity method and convergent validity and the reliability of the questionnaire was calculated by calculating Cronbach's alpha coefficient and combined reliability. To test the hypotheses, the partial least squares technique and Smart PLS software were used. The results of testing the research hypotheses showed that marketing capabilities have a positive and significant effect on product innovation, distribution channels . Manuscript profile
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        568 - Behavior model of customers of luxury goods in the gold market: a qualitative study
        saghar zarinkamar azam rahiminik Seyyed Abbas Heidari
        The purpose of this research is the behavior model of buyers of luxury goods in the gold market. In this regard, while reviewing concepts such as the behavior of buyers, luxury goods and the gold market, by interviewing experts and professors in the field of luxury and More
        The purpose of this research is the behavior model of buyers of luxury goods in the gold market. In this regard, while reviewing concepts such as the behavior of buyers, luxury goods and the gold market, by interviewing experts and professors in the field of luxury and gold industry, as well as marketing, the pattern of the behavior of buyers of luxury goods in the gold market was presented using the method of qualitative analysis. The study population includes all experts and professors in the field of luxury and gold marketing. The sample size includes 10 experts in the field of luxury and gold marketing, which was selected by theoretical saturation method. Semi-structured interview and Delphi method were used to collect data in this research. The results of qualitative theme analysis by Max Kyoda software showed that the components of the behavior model of buyers of luxury goods with a focus on the gold market include: 1- social factors, 2- cultural factors, 3- individual factors, 4- economic factors 5- Consumer attitude, 6- Consumption motivation, 7- Value, 8-Experience, 9 Awareness and 10-Consumer behavior. Moreover, 65 indicators for these components were finally approved by experts. Manuscript profile
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        569 - Designing and Explaining the Cause-related marketing Model in the Dairy Foods industry
        Raziyeh Ahangar sole boni seyed kamran Nourbakhsh Vahidreza Mirabi yahya khonsari
        Cause-related marketing is one of the differentiation strategies in non-price competition in markets with intense competition and saturation, such as the food industry. The current research also aims to provide a Cause-related marketing model in the dairy food industry. More
        Cause-related marketing is one of the differentiation strategies in non-price competition in markets with intense competition and saturation, such as the food industry. The current research also aims to provide a Cause-related marketing model in the dairy food industry. The method of the current research is a mixed exploratory, which was obtained through the qualitative strategy of Grounded Theory and semi-structured interviews and coding with MAXQDA, conceptual model has been obtained, and then through the quantitative strategies of model fitting and analysis. The statistical population in the qualitative part was the opinions of 12 experts and specialists in the relevant industry, and in the quantitative part 384 Dairy products customers have been implemented in Tehran. This model includes corporate dimensions with an impact of 0.393(company's marketing mix; company resources and capabilities; campaign implementation, managers' and stakeholders' perspectives), dimensions of customers with an impact of 0.438 (beliefs, attitudes; people's values, demographic factors, social stimuli and individual's experience and knowledge), dimensions related to the campaign with an impact of 0.467 (the place and form help, credibility and importance and urgency of the campaign) and Cause-related marketing results (financial and non-financial results)classification and suggestions according to statistical categories have been provided Manuscript profile
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        570 - Presenting a quantitative model for evaluating the effectiveness of virtual courses of in-service training for employees with an entrepreneurial marketing approach (Study case: Tejarat Bank)
        ahad Dehghanzadeh Mojtaba Moazzami Esfandiar Doshman Ziari esmaeil kavosi
        The present study has designed a model for evaluating the effectiveness of virtual courses of in-service training for employees with an entrepreneurial marketing approach. The research is practical in terms of purpose and quantitative in terms of method. Using the three More
        The present study has designed a model for evaluating the effectiveness of virtual courses of in-service training for employees with an entrepreneurial marketing approach. The research is practical in terms of purpose and quantitative in terms of method. Using the three-stage Delphi technique among 20 experts, the indicators were adjusted and refined and the final model was calculated. In order to implement the designed model, a researcher-made questionnaire was placed in the survey plant. At this stage, the statistical population includes all the employees of Tejarat Bank in Tehran (5163 people). Based on Cochran's formula, 358 people were selected . After collecting data, statistical analysis of data was done at two descriptive levels (statistical indicators) and inferential level (confirmatory factor analysis).The results of the research indicate that in terms of evaluating the effectiveness of virtual courses of in-service training for employees the most attention is paid to the dimension "quality of educational services in virtual education" and the least attention to the dimension "the role of information technology in virtual education". is. Also, among the 13 components identified, "quality of information" has attracted the most attention and "evaluation of the effectiveness of training courses" has attracted the least attention. Manuscript profile
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        571 - Designing an Online Advertising Model with an GIF Marketing Approach in Iran’s Tourism Hubs
        Samaneh Atayee Sina Nematizadeh vahidreza Mirabi
        The purpose of this study is to design and explain a model of online advertising with an image-based marketing approach. In this regard, while reviewing the concepts of online advertising, image-based marketing (gif marketing) and tourism, through conducting research an More
        The purpose of this study is to design and explain a model of online advertising with an image-based marketing approach. In this regard, while reviewing the concepts of online advertising, image-based marketing (gif marketing) and tourism, through conducting research and using the method of confirmatory factor analysis and structural equation modeling to design and explain the online advertising model with a gif approach Marketing is dealt with in the tourism hubs of Iran. The research strategy includes a qualitative study of the data theory of the foundation and a quantitative analysis of the field. The results showed that the components (causal factors, contexts and outputs) of the online advertising model with the gif marketing approach in the tourism hubs of Iran were explained in order of priority and in order to conduct open interviews and coding, 62 indicators were extracted. The results of model validation and overall model fit index (GOF), which has a value of 0.794, showed that the overall model fit is desirable and as a result, the overall model is valid and approved. Manuscript profile
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        572 - Investigating the effect of organizational culture and dynamic capabilities on organizational performance with regard to the role of e-commerce acceptance
        Sepideh Khalafi Elham Akbari
        The aim of this study was to investigate the effect of organizational culture and dynamic capabilities on the performance of technology companies in Tehran with regard to the mediating role of e-marketing acceptance. This research is a descriptive survey in terms of app More
        The aim of this study was to investigate the effect of organizational culture and dynamic capabilities on the performance of technology companies in Tehran with regard to the mediating role of e-marketing acceptance. This research is a descriptive survey in terms of applied purpose and in terms of data collection method and testing of research hypotheses. The statistical population of the study included 186 technology companies located in Tehran Science and Technology Park that 123 technology companies were selected as a statistical sample by non-probability sampling method available and Morgan table. In order to operationalize the variables and collect research data, the standard Lee and Ng (2020) questionnaire was used. In order to evaluate the validity of the face-to-face method and the reliability of the questionnaire, the Cronbach's alpha coefficient test method was used. Structural equation modeling and smartPLS2 software were used to test the research hypotheses. Findings showed that organizational culture and dynamic capabilities have a positive and significant effect on e-marketing acceptance and organizational performance. Also, the effect of e-marketing acceptance on organizational performance was observed positively and significantly. In the end, according to the test results, hypotheses, suggestions and practical solutions were proposed. Manuscript profile
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        573 - Investigating the effect of service marketing mix on brand value of Saderat Bank of Tehran province (case study of North Tehran region)
        sasan issazadeh nesheli mohamad reza rostami
        In recent years, the importance of the role of intangible assets in the effectiveness of activities, creation and survival of financial performance of businesses at the level of various industries has been revealed to everyone. Recognizing this role has strengthened the More
        In recent years, the importance of the role of intangible assets in the effectiveness of activities, creation and survival of financial performance of businesses at the level of various industries has been revealed to everyone. Recognizing this role has strengthened the need of organizations to evaluate the state of their brand and compare it with other competitors, and has reminded the need to measure its value by using the latest qualitative and quantitative methods and tools. According to the existing model and variables, a questionnaire was designed, which includes 18 questions, and these questionnaires were distributed among 800 privileged customers of the Tehran branch to the number of 260 questionnaires, and the results obtained from the statistical analysis were used, and based on this, 4 hypotheses were proposed that First, he described the samples through demographics, and then using inferential statistical tests, the degree of correlation between the variables and hypothesis testing was used to check the desired results using Lisrel software. Manuscript profile
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        574 - Investigating the environmental factors affecting the ethical marketing system based on the Pierce and Robinson model based on the Islamic-Iranian approach with emphasis on the food industry
        Fatemeh noorshargh Hasan Esmailpour Hossein Safarzadeh Behrooz Ghasemi
        Due to the importance of the market and the role of norms and values ​​in controlling it, the present study examines the environments affecting the ethical norms of marketing. Emphasis has been placed on the food industry in Isfahan province. The present study, in terms More
        Due to the importance of the market and the role of norms and values ​​in controlling it, the present study examines the environments affecting the ethical norms of marketing. Emphasis has been placed on the food industry in Isfahan province. The present study, in terms of practical purpose and in terms of nature, is descriptive-predictive of correlational type and is among the field studies. In this research, library method has been used to prepare research literature and Delphi method based on field research and questionnaire tools have been used to collect statistical data. The research questionnaire was compiled based on the components of ethical marketing according to the Iranian Islamic culture based on environments and norms and the validity of the questionnaire by content method by experts and formally by a number of statistical population and statistical method of factor analysis. Confirmed. The reliability of the whole questionnaire was confirmed with Cronbach's alpha of 0.810. The statistical population of this study included 30 members of the scientific board and marketing specialists as experts in the Delphi method and 1660 senior managers, executive managers and managers of marketing and sales of food industry in Isfahan province. The volume of the sample was estimated to be 315 according to the Cochran's formula. In the analysis of statistical data, two methods of descriptive and inferential statistics have been used in SPSS, LISREL and PLS software environments. The results and findings of the data analysis showed that; The organizational environment of the organization had a significant effect on all norms. The internal environment of the organization had a significant effect on all norms except social norms and religious norms, and the remote environment of the organization had a significant effect on all norms except individual norms. Manuscript profile
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        575 - The role of the media in designing an integrated communication model in changing the behavior of consumers of cultural and artistic goods and services with the foundation's data approach
        Ali Mollaahmadi vahidreza mirabi Ismail hasanpour qorqchi
        10.30495/jscc.2023.1978419.2081
        The expansion of organizations has caused inconsistencies among units such as public relations, marketing, and market development. In such competitive conditions, organizations should use integrated marketing communications as one of the most effective investment method More
        The expansion of organizations has caused inconsistencies among units such as public relations, marketing, and market development. In such competitive conditions, organizations should use integrated marketing communications as one of the most effective investment methods to ensure the creation and maintenance of long-term relationships with their current and potential customers. In this regard, this research has been conducted to design a model for integrated marketing communications to change consumer behavior in the qualitative stage. In this research, in the qualitative part, semi-structured interviews and database theory were used to collect data. The statistical population of the qualitative section was 16 marketing professors and creative industry experts who were selected purposefully. After the theoretical saturation in the interview, the recorded data were implemented for analysis and the necessary coding was done. The set of data obtained after the continuous process of open, central, and selective coding in the form of 103 available codes, 60 concepts, 15 categories, and 6 classes based on a systematic approach (intervening conditions, causal conditions, central conditions, consequences, strategies, This most influential and contextual conditions) became .   Manuscript profile
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        576 - Explain the views of financial market and media experts on the role of news marketing in the development of financial markets
        sara aliyari Seyed Reza NaghibulSadat Hamidreza Hosseini Dana Bibisadat miresmaili
        The significant role of the media in providing information in the modern world has led to the improvement of the notification position in investment decisions and people always try to make the most appropriate decision by using information and news. Investors always pur More
        The significant role of the media in providing information in the modern world has led to the improvement of the notification position in investment decisions and people always try to make the most appropriate decision by using information and news. Investors always purposefully use media products to raise awareness and make more profit. This kind of view is not only related to financial market investors but also media activists who always try to gain more market shares during competition by looking at the news as a product. Considering the focus of media function on the two main elements of awareness and information, this study seeks to survey the views of financial and media market participants on the role of news marketing in financial markets and its impact on market development in cognition and specify the connection between two mentioned views and draw a new roadmap for media activists. The research is established on Q-method and the required information has been extracted and processed through a questionnaire. Based on the results, financial market and media activists have a free macro-managerial tendency as well as believing in the requirement to use news marketing for developing financial markets. Also, they emphasize factors such as independence in general, independence from government, and the authority to freely disseminate information in financial markets. Manuscript profile
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        577 - Designing a digital marketing model in the field of capital market : A qualitative study Case study: Brokerage companies
        Mostafa Hoseinzadeh shadan vahabzadeh Monshi Hamed Abasi nami HOrmoz Mehrani Abolfazl Shahrabadi
        This study aims to design a digital marketing model in the field of capital markets with a qualitative approach for stockbroking companies. The present research is an applied research in terms of purpose, a type of method in terms of method, and a qualitative research m More
        This study aims to design a digital marketing model in the field of capital markets with a qualitative approach for stockbroking companies. The present research is an applied research in terms of purpose, a type of method in terms of method, and a qualitative research method in terms of data collection method. The statistical population includes 17 experts, including CEOs of brokerage firms and their deputies and senior managers. The main data collection tools in the field section included semi-structured interviews. For data analysis, qualitative content analysis method and Max.Q.D software were used. Based on the results of qualitative analysis, three categories of comprehensive categories including customer orientation, branding and digital marketing were identified as the main components of digital marketing in the capital market. Digital marketing includes digital roadmap, and innovation in digital financial services; In relation to branding, customer-based brand equity and social media were identified; Finally, in relation to customer orientation, components such as customer knowledge management, customer engagement and value creation were identified as organizing themes. Manuscript profile
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        578 - Investigation of the financial marketing model of Melli Bank of Iran with emphasis on customer segmentation
        mahdi dadras sina nematizadeh azam rahiminik
        This research was conducted with the aim of investigating the financial marketing model of the Melli Bank of Iran with an emphasis on customer segmentation. This research is of a mixed type and is developmental-applicative in terms of purpose, and it was carried out in More
        This research was conducted with the aim of investigating the financial marketing model of the Melli Bank of Iran with an emphasis on customer segmentation. This research is of a mixed type and is developmental-applicative in terms of purpose, and it was carried out in a descriptive-survey manner. the statistical population includes experts and employees of Melli Bank of Iran and university professors and elites in the field of marketing, and 385 people were selected using Cochran's formula. The tool included a questionnaire and structural equation modeling and SPSS and PLS software were used to analyze the data. Based on the results, the financial marketing model in the Melli Bank of Iran was designed with an emphasis on customer segmentation in 6 main dimensions of causal conditions, interveners, central category, strategies and consequences, and causal conditions have a significant effect on the financial marketing phenomenon with a significance of 51.673; Also, the influence of background conditions and intervening conditions on the phenomenon of financial marketing was confirmed with significance, 41.965 and 40.074, respectively; Also, other relationships were investigated and all hypotheses were confirmed. Manuscript profile
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        579 - Designing a framework for marketing capacities to achieve financial benefits in companies affiliated to steel industries admitted to the stock exchange.
        leila Andervazh
        In terms of market value, the basic metals group is important after the chemical products group in the stock exchange, so the optimal use of marketing capacities in this industry can lead to financial benefits. The purpose of this research was to design a framework for More
        In terms of market value, the basic metals group is important after the chemical products group in the stock exchange, so the optimal use of marketing capacities in this industry can lead to financial benefits. The purpose of this research was to design a framework for marketing capabilities to achieve financial benefits in companies affiliated to the steel industry accepted in the stock exchange. became. Qualitative phase data was collected through semi-structured in-depth interviews with 15 marketing experts who were selected through purposive sampling and snowball methods until theoretical saturation was reached. The data was done using open, central and selective coding and analyzed using Maxqda data analysis software. The results obtained from the analysis led to the final model of marketing capabilities with 7 main categories including: product, distribution, market, customer, analysis of competitors, advertising and brand, which in 6 dimensions are causal conditions, main category, background conditions, environment, strategies and As a result, the paradigmatic model of the research was drawn. Manuscript profile
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        580 - To Compare the Ranking of Brokerage Firms Based on Relationship Marketing and the Ranking Conducted by the Securities and Exchange Organization (SEO) (An integrated approach of RM and fuzzy MADM)
        Mostafa Ghazizadeh Saeed Safari Ebrahim Mohammadi Mehdi Samizadeh
        Given the importance of ranking of brokerage firms for customers, this paper analyzes the impact of relationship marketing factors on the ranking of brokerage firms and compares the obtained results with the results of the ranking conducted by the Securities and Exchang More
        Given the importance of ranking of brokerage firms for customers, this paper analyzes the impact of relationship marketing factors on the ranking of brokerage firms and compares the obtained results with the results of the ranking conducted by the Securities and Exchange Organization (SEO). For this purpose, in the first stage, seven indicators of relationship marketing indicators which have the greatest impact on the ranking and performance evaluation of brokerage firms from the viewpoints of the experts, from among the indices derived from the theories and models of relationship marketing including customer confidence in the organization, customer commitment, empathy with the customers, financial interests, competence of the organization, conflict management, communication and financial interests was determined by questionnaire.  The study population will consist of two parts: Active Brokerage firms in Stock Exchange and the customers of these brokerage firms in the cities of Tehran and Isfahan who have used the services offered by the brokerage firms at least twice. The data were collected from a sample of 873 customers of brokerages and 2 experts of capital market. To analyze the research data, the main influencing criteria on relationship marketing were evaluated in the form of questionnaire. Finally, the ranking algorithm was designed using Fuzzy AHP and Fuzzy TOPSIS and ranking was conducted. Correlation test between the ratings indicate that there is a direct correlation and integration between both tools. Manuscript profile
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        581 - Presentation of Kobanking Model in the Integration of Banks and Institutions with a Marketing Approach (Case Study of Gwain Bank)
        Hamidreza Ramezani parviz saeedi Amir Ghafourian shagerdi sayyedmohammadreza hosseini
        Businesses are constantly changing, and changes are also widespread and unpredictable. So that every day we see the creation or integration of a variety of businesses based on the foundation of new models. The banking system is no exception to this, and in order to prev More
        Businesses are constantly changing, and changes are also widespread and unpredictable. So that every day we see the creation or integration of a variety of businesses based on the foundation of new models. The banking system is no exception to this, and in order to prevent failure, it has adapted itself to various existing models to stabilize its presence. Considering that in past research, the merger of banks has been investigated according to the financial approach. In this research, the researcher tried to design a model based on cooperative marketing principles when integrating between banks. The research method is qualitative. Therefore, in order to achieve the best possible variables in this field, the fundamental method of content analysis and using the ground-based theory, first, the relations between the concept and its dimensions and components are formulated. In order to achieve a conceptual model, the views of experts and banking experts were used through interviews. And collecting comments until a consensus was reached, Snowball method was used for sampling. After 37 interviews with experts, the ultimate conceptual model, which included the concept of co-operation of banks, which was dependent on six dimensions, was also based on sixteen components. Manuscript profile
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        582 - Place Marketing through Urban Entrepreneurship Approach (Case Study: Rasht Historic Cultural Axiom)
        Vahid Feizkhah Behzad Malekpour Asl
        10.30495/jsps.2023.1984446.1044
        In the age of globalization and information and due to the emergence of a networked society, cities today are known as the main place of production and consumption in the world. Hence, there is a wide competition for financial and human capital among the cities of the w More
        In the age of globalization and information and due to the emergence of a networked society, cities today are known as the main place of production and consumption in the world. Hence, there is a wide competition for financial and human capital among the cities of the world. Due to this, new and innovative concepts such as "place marketing" and "place branding" have been proposed to use the maximum capacity of the place to attract fluid capital. This study seeks to study the theory of place marketing with an urban entrepreneurship approach by studying theoretical texts and global experiences, and by presenting a theoretical model using the "structural equation modeling" method to achieve location marketing with an entrepreneurial approach. A city in the city of Rasht and the study of its spatial requirements in the selected study sample, ie, "Historical and cultural axis of Rasht Municipality" with emphasis on the theory of agglomeration, to explain how to achieve place marketing through an urban entrepreneurship approach. The results showed that based on Pearson correlation, the concepts of promoting place brand to attract capital, private sector participation in entrepreneurship, creativity capital, place knowledge-dependency and vitality of local economy have the highest correlation with dependent variable, ie place marketing through urban entrepreneurship approach at level 0.05. The reliability test of the proposed model was evaluated by two methods. The factor load of each index was above 0.5 which was significant at the level of 0.50 and confirmed the reliability of the model and Cronbach's alpha test for the variables which obtained 0.7 numbers which confirm the reliability of the model. Manuscript profile
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        583 - Investigation the Impact of Organizational Excellence Model on Effective Marketing in Azad University
        Nassim Heidari Vahidreza Mirabi
        10.30495/mlseo.2021.686665
        AbstractToday, organizations are seriously facing the change of business environment from a supportive environment to competition and widespread growth in the country's economy. In this research, the effect of organizational excellence on marketing in the field of Azad More
        AbstractToday, organizations are seriously facing the change of business environment from a supportive environment to competition and widespread growth in the country's economy. In this research, the effect of organizational excellence on marketing in the field of Azad University was investigated using structural equations and pls software. The statistical population of this research is all Islamic Azad universities in the whole country. In order to determine the sample size, 350 people were selected from Cochran's formula. The results showed that the components of the organizational excellence model in Islamic Azad University include strategy, leadership, partnerships and resources, processes, products, services, employees, community results, employee results, key results, customer results. The components of effective marketing in Islamic Azad University have included social marketing, ethical marketing, strategy-oriented marketing, internal marketing, green marketing, lean marketing, and innovative marketing. Based on the results, the organizational excellence model is effective on effective marketing. And of the marketing components, green marketing alone is not the key.Keywords: Organizational Effectiveness, Organizational Excellence Model, Effective Marketing Manuscript profile
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        584 - Designing a Model for the Sale of New Goods through One-to-One Marketing Method (Case Study: Country Tire Industry)
        Masaud Safizade Afsaneh ZamaniMoghadam Abbas Toloie Ashlaghi,
        10.30495/mlseo.2022.691016
        The purpose of this study is to provide a model for the sale of new goods through the one-to-one marketing method. Since in applied research, the main goal is not only scientific discovery, but also to test and study the application of knowledge, so the method of this r More
        The purpose of this study is to provide a model for the sale of new goods through the one-to-one marketing method. Since in applied research, the main goal is not only scientific discovery, but also to test and study the application of knowledge, so the method of this research is applied in terms of purpose and has been done by exploratory method. The data collection method is mixed (quantitative and qualitative) and the data collection tool is interviews with experts by conducting specialized interviews in Delphi method and a questionnaire. Therefore, 375 people from the market of selling new goods by one-to-one marketing method (in the quantitative section) and 17 experts and specialists in this field (in the qualitative section) participated in this research. The collected data were analyzed by descriptive and inferential methods through SPSS 16 and Smart PLS software. The results showed that the components of the model of selling new goods through one-to-one marketing include method systematicity, technology orientation, design orientation, market orientation, resources use, the basis of efforts for new goods, conceptualization of new goods, and finally new product management; the model has a good fit and all its relationships are significant. Therefore, it can be concluded that this model is valid. Manuscript profile
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        585 - Investigation of Advertisement Strategies Regarded to Iran's Pistachio
        T. Sadeghi R. Sedaghat
        10.22034/jon.2012.515717
        Manuscript profile
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        586 - Combining Application of Factor Analysis and SWOT to Survey Marketing and Advertisement: A Case Study of Pistachio in Kerman Province
        T. Sadeghi K. Ehsanpour R. Sedaghat
        10.22034/jon.2013.515707
        Manuscript profile
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        587 - Investigating the Impact of Sustainable Economics Dimensions on Marketing Performance of Tourism Industry
        Siavash Mirzaei Milani hossein Boudaghi Khajeh Nobar
        Today, tourism economy, job-creation and marketing is of such importance that it can be considered as an economic engine of any country. Tourism has many benefits and can be one of the most important sources of job-creation in different national, regional and local leve More
        Today, tourism economy, job-creation and marketing is of such importance that it can be considered as an economic engine of any country. Tourism has many benefits and can be one of the most important sources of job-creation in different national, regional and local levels and one of the most influential factors of sustainability in tourism security. However, the available studies in this regard are very scarce. The methodology used in this study is descriptive-survey in terms of method because it deals with the impact of sustainable economic dimensions on the marking performance of tourism industry and it is among the applied researches in terms of purpose and a survey research in terms of data collection. Since this study is a real, objective and dynamic study and its results can be applied in practice, it is also considered as applied research. The statistical population of this study included all professionals and staffs of Cultural Heritage Organization and the students of the fields relevant to sustainable economy and tourism in Tabriz, Mashhad, Tehran, Isfahan and Kashan cities with a total of 150 people. Therefore; in this study the factors that can affect marketing performance of tourism industry have been examined, existing challenges have been identified and some solutions have been provided. Finally suggestions have been presented to be used in the future studies Manuscript profile
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        588 - Designing a Model for the Role of Women in the Family Purchasing Decision-Making Process Considering the Impact of Viral Marketing (Case Study: Women in Tabriz)
        Aliakbar peyvasteh Alii Gorbani Elnaz Hazem
        The purpose of this research is to design a model of women's role in family purchasing decision-making process considering the impact of viral marketing in Tabriz metropolitan area. This research is descriptive-survey based on its nature and content, and in terms of pur More
        The purpose of this research is to design a model of women's role in family purchasing decision-making process considering the impact of viral marketing in Tabriz metropolitan area. This research is descriptive-survey based on its nature and content, and in terms of purpose, it is a type of applied research. In this research, the methodology used to collect the data for the development of the literature is library method, and also to collect data to answer the questions, the field method has been used. The statistical population includes Tabriz metropolitan women whose number is considered unlimited. The sample size was 384 persons according to the unlimited sample size formula of 3845 people. A random sampling method was used to select the women who were used to describe the data from the frequency table and the column diagram for demographic variables and descriptive index table and histogram chart for describing the mean index. In the analytical part of the data, Various methods such as the Kalimogrov-Smirnov test for normalization, exploratory factor analysis, factor analysis, regression test, t-test and Pearson correlation were used for SPSS software. As a result, effective factors on each of the research variables were identified and the final model and applied proposals were presented. Manuscript profile
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        589 - The Effect of Marketing Mix to Attract Loyal Customer، s to Help Customer Relationship Management System (CRM) (Case study: Kosar Credit Financial Institution)
        Rasoul Salmasi Jafar Sadegh Feizi
        Abstract The aim of the present study is to Examining the effect of mixed factors of marketing on the attraction of loyal customers with respect to the assitstance of customer relations management (case study:Kosar Financial and Credit Institute). The study is applied a More
        Abstract The aim of the present study is to Examining the effect of mixed factors of marketing on the attraction of loyal customers with respect to the assitstance of customer relations management (case study:Kosar Financial and Credit Institute). The study is applied and descriptive in nature. All of the employee in Kosar Financial and Credit Institute branches were candidiate to participate in the study but using Cochran formula and stratified random sampling method, the sample size was determined as 149. To collect the data standard questionnaire were used. Using Cronbach alpha coefficient, the reliability was calculated as 0.902 which shows the good reliability. For statistical analysis purpose, SPSS and LISREL softwares were used. The results indicated that mixed factors of marketing effect on the attraction of loyal customers with respect to the assitstance of customer relations management. Manuscript profile
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        590 - The Effects of Environmental Factors on Green Marketing Performance (Case Study: Shirin Asal Company)
        reza rostamzadeh asghar alimohammadi siyaban
        During the recent decades, concern about environment has not only become a major public issue, but also a critical one in academic research, and, as a result, the ecological products market has been growing worldwide. Green marketing activities are thus expanding in man More
        During the recent decades, concern about environment has not only become a major public issue, but also a critical one in academic research, and, as a result, the ecological products market has been growing worldwide. Green marketing activities are thus expanding in many parts of the world offering products to green who make their purchase decisions, to some extent, based on their personal environmental criteria. These activities have a major impact on expanding consumers’ knowledge and changing their attitude towards purchasing green products. Food industry is one of the magnificent elements of the economic and has a major role in industrial development of a country, furthermore, its wide operations from production to distribution and consumption has the significant role in the economy of the countries .The aim of this dissertation is analyzing the effect of Ecological strategies on the performance of Green marketing in Shirin Asal Food Industry. This research uses Structural Equation Modeling (SEM) techniques as a tools for accessing the validity and reliability of measure. This model and the result show that ecological strategies affect the financial performance, market performance, and the quality of services to consumers. Manuscript profile
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        591 - Identification of Factors Influencing the Implementation of Marketing Strategies Using Force Field Analysis
        tahmores hasangholi pour Mohammad Ali Shahhoseini Zohreh Dehdashti Shahrokh ghasem jokar
        Implementing marketing strategy is a key step in the strategic marketing process. Despite the importance and key role of implementing marketing strategies for the success and improvement of corporate performance, it is still a serious challenge for companies. A variety More
        Implementing marketing strategy is a key step in the strategic marketing process. Despite the importance and key role of implementing marketing strategies for the success and improvement of corporate performance, it is still a serious challenge for companies. A variety of factors can act as a support or Barrier to the implementation of marketing strategies. Therefore, the main objective of this research is to identify the driving and restrictive factors for implementing marketing strategies in the ceramic tile industry using qualitative research method and utilizing the force field analysis technique. In this research, interviews were used as data collection tools. The results of this study showed that the driving factors for the implementation of marketing strategies consist of four main groups: organizational factors, leadership and management, operational factors and competitive intelligence. Restrictive factors for implementing marketing strategies were also divided in four main categories including: content factors, socio-human factors, Environmental factors and functional factors. Based on the results of this research, companies can increase the likelihood of successful implementation of strategic marketing plans and thereby achieve their strategic goals by strengthening the driving forces and weakening the restrictive forces. Manuscript profile
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        592 - Identifying and Prioritizing the Components of Improving Students' Media Literacy in Cyberspace Based on Social Marketing Mix Model
        Reza Baniasad saeed movahednasab Mahdi Bagheri maybodi
        The rapid spread of the Internet, the diversity of emerging media, and the easy access to cyberspace are among the factors that show the importance and necessity of media literacy in cyberspace. Students also need media literacy as a part of society who are connected wi More
        The rapid spread of the Internet, the diversity of emerging media, and the easy access to cyberspace are among the factors that show the importance and necessity of media literacy in cyberspace. Students also need media literacy as a part of society who are connected with virtual space. Therefore, this study examines enhancing the level of media literacy of students in cyberspace. Identification and prioritization of these components has been done based on the pattern of social marketing mix. The strategy of this research is an Exploratory Sequential Mixed Method. First thematic analysis method has been used to analyze qualitative data and in the second stage, the importance-performance analysis has been used to quantitatively prioritize those components. The statistical population consisted of experts, professors and experts in the field of media and cyberspace literacy, of whom14were purposefully selected for interview. In the first stage, 313 basic themes, 37 organizing themes and 8global themes were counted and then a network of themes related to the research question was drawn. In the second stage, the organizing themes were considered for the importance-performance analysis of a questionnaire. According to the findings of this research, "explaining the necessity of analyzing media messages for the audience", "considering the student's profile in the transmission of the message", "centered audience", "reforms of information technology policies" and "reforms of educational policies" as four priority components in the field of executive activities regarding the promotion of virtual space literacy of students was counted. Manuscript profile
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        593 - The Strategic Marketing Model Based on the Suggested Values of Mobile Religious Applications
        Zohreh dehdashti shahrokh vahid khashei Soroush Ghazinoori amir aslani afrashteh
        The aim of the current research is to provide a strategic model for marketing based on proposed values ​​in religious mobile phone applications. Based on Grounded theory research method, the data is collected through in-depth semi-structured interviews and the target co More
        The aim of the current research is to provide a strategic model for marketing based on proposed values ​​in religious mobile phone applications. Based on Grounded theory research method, the data is collected through in-depth semi-structured interviews and the target community is among founders and executives of religious mobile applications and marketing researchers in the field of religious business marketing. The sampling method is snowball, which reached theoretical saturation after 15 interviews. Data analysis was done in three stages of open, central and selective coding. The results showed that the core category of proposed values ​​(economic, social, functional, religious, informational, cognitive, emotional, communication) is influenced by causal factors (attitudinal factors in religious audiences, competitive factors in the market of religious applications, behavioral factors in users of religious applications and technical factors of religious applications). Also, the marketing model by strategies (content marketing (idea, creation and distribution of religious content), design and production of religious applications, pricing and revenue of religious applications, organizational sales in religious applications and communication strategies with users of religious applications , optimization of performance in the digital space, market research and identifying the behavior of religious consumers), contextual factors (factors related to the product, factors related to user behavior, factors related to institutions, factors related to the market and organizational factors), intervening factors (legal and audit factors, technical, social and cultural, political), and the consequences are realized at four levels of consequences (individual, organizational, national and transnational). Manuscript profile
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        594 - Provide a Strategic Model based on Machine Learning Approach to Automatically Opinion Assessment and Explore Product Information in Digital Marketing
        Alireza AshouriRoudposhti hormoz mehrani Karim Hamdi
        The present study has tried to provide an automated strategic model for classifying and exploring the opinions presented about a particular product, brand or service by using machine learning and survey techniques. Applying such a strategic model can be very effective i More
        The present study has tried to provide an automated strategic model for classifying and exploring the opinions presented about a particular product, brand or service by using machine learning and survey techniques. Applying such a strategic model can be very effective in identifying the characteristics of brands and factor clustering between them and provide very valuable information in this regard. The results of this evaluation can be used in the development of marketing management strategies and quantitative or qualitative improvement of this factor. The model based on machine learning and deep neural network identifies related opinions, measures different characteristics at different levels of evaluation, and automatically categorizes opinions depending on the quality of the presentation. The output of this model is efficiently imported by using marketing capabilities to improve the sales of defined goods / brands / services. The data set used in this study is related to the collection of comments of Persian language users of the online sales site of Digikala and Holokish, which was uploaded as an educational-experimental (70% educational data and 30% experimental data) in three alternate models in order to identify and the classification of the various properties of the goods and services provided in the dataset has been used. The proposed model uses error functions to calculate the amount of computational error to evaluate the capability to be able to provide the degree of deviation from the correct values for its predicted information. For this purpose, the mean square error and the square root mean square error have been used. The results show the high accuracy of the model of evaluations and prediction of different conditions. Manuscript profile
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        595 - Analysis of the Effect of Social Media Strategy on Social Media Marketing Strategy and Organizational Performance of Chain Supermarkets
        abolfazl danaei moslem moeen
        Today’s companies crave for creating connection with their customers in order to recognize them better, utilize their ideas, learn from them, realize their needs, provide the best services for them and consequently improve their own performances. One of the ways t More
        Today’s companies crave for creating connection with their customers in order to recognize them better, utilize their ideas, learn from them, realize their needs, provide the best services for them and consequently improve their own performances. One of the ways to create connection which nowadays is of great interest, is using social media. Thus, the purpose of this research is to analyze the role of social media strategy and its relation with organizational culture, organizational learning, organizational maturity, organizational agility, social network, innovation direction, social media marketing strategy and organizational performance in Tehran’s chain supermarkets. In order to accomplish this purpose, information of 32 chain supermarkets of Tehran, and views of 73 managers and social media experts in these 32 companies were gathered. In this study, structural equation modeling and Fuzzy Set Qualitative Comparative Analysis are employed to conduct confirmatory factor analysis and item-level variance partitioning. Results indicate that elements of social media marketing strategy, organizational culture, organizational learning, organizational maturity, organizational agility, social network and innovation direction are among key factors affecting organizational performance of chain supermarkets. Manuscript profile
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        596 - Designing and Formulating Strategic and Marketing Strategies of Sepah Bank with a View to the Future
        hosein Adelkhani farideh hagh shenas kashani
        The purpose of this study is to design and develop strategic and marketing strategies based on the major goals of Sepah Bank, mission statement and perspective. In this study, opportunities and threats of macro environment (economic, social, political, technology and c More
        The purpose of this study is to design and develop strategic and marketing strategies based on the major goals of Sepah Bank, mission statement and perspective. In this study, opportunities and threats of macro environment (economic, social, political, technology and competitors) and strengths and weaknesses of the bank based on open questionnaire and interview using the Grand Theory method, it has been collected, coded, indexed, component and later collected from the expert community. Then, using Shannon's entropy technique, grading and ranking were performed. After ranking, 31 opportunities were identified and 41 threats were identified in 16 general dimensions, 19 strengths and 20 weaknesses were identified in 15 general dimensions. Then, using a quantitative strategic planning matrix, 50 strategies have been designed and compiled, and after scoring, 30 practical strategies have been determined.The results showed that for the purposes of increasing and maintaining market share (strategy of activating the R&D unit), increasing stability and profitability (strategy of operational efficiency with a focus on increasing wage earnings), upgrading and consolidating the brand position (brand brand promotion strategy according to Its antiquity and statehood) and the empowerment and excellence of human capital (the strategy of the employee performance appraisal system based on experience and ability) have the first priorities in terms of the importance of implementation. Also, with the simultaneous analysis of internal and external factors, the bank's position was in a competitive position. Manuscript profile
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        597 - Strategic Decision Model for Prioritizing the Effective Factors of Marketing Mix of Life Insurance Services and Investment Using the Results of AHP Hierarchical Analysis Process Technique
        amin abbasi mohammad lashgari
        Decision making is the essence of management, and manager is a person who makes a decision every minute. AHP technique is capable of tackling multi-criteria decision-making issues, and also provides a method for measurement of qualitative criteria and a method based on More
        Decision making is the essence of management, and manager is a person who makes a decision every minute. AHP technique is capable of tackling multi-criteria decision-making issues, and also provides a method for measurement of qualitative criteria and a method based on priorities. It enables managers to facilitate and accelerate their decision-making processes and make effective decisions in complicated topics and situations.  In this article, the research method is survey-exploratory and the statistical population is 10,000 customers of Iran, Asia and Entrepreneur Insurance Company. The data collection tool is a questionnaire, which according to the sample size determination table of "Morgan" and "Cohen" 370 samples were selected and distributed by systematic stratified sampling method between life insurance buyers and investment of these companies and compared to Questionnaires have been completed. The present article examines and prioritizes the effective factors of service marketing mix (P 8) in the comprehensive life insurance and savings. Whereas life insurance is an important measure of development in the world; This research has rushed to provide a strategic decision model with the help of all companies, brokerages and insurance agencies that are trying to improve the life of their life insurance sales. After examining the effective factors of the marketing mix, a new element called productivity and quality was identified and added to the model. As a result, the optimal service marketing mix model was introduced using the results of AHP technique. Manuscript profile
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        598 - Investigating the Components of Digital Marketing from the Perspective of Tourism Industry Development (Case Study: Kish Island Hotels)
        zahra tahmasebpour ALIAKBAR FARHANGI Abdollah Naami FARZAD ASAYESH
        The current research examines how digital marketing affects the development of the tourism industry. The research method is of applied type and in terms of approach, it is exploratory of qualitative/quantitative type, which in this article we will examine the qualitativ More
        The current research examines how digital marketing affects the development of the tourism industry. The research method is of applied type and in terms of approach, it is exploratory of qualitative/quantitative type, which in this article we will examine the qualitative part. The statistical population of the research includes experts in the tourism industry who are fully familiar with digital marketing, and 12 people were selected as a research sample using a targeted snowball method. In this research, the method of content analysis based on open coding, axial coding and selective coding was used to analyze the data, based on the foundational data theory. The results showed that the elements of digital marketing through 5 components of technical features of digital tools, comparative advantage, cost for customers, management of items and processes, promotion, quality of services and quality of information, cause tourism intention or in other words tourist learning, tourist involvement, travel intention and the intention to visit again; Also, the intention of tourism leads to empowerment of human resources and environmental empowerment of hotels on Kish Island. Meanwhile, environmental factors such as political-security, economic, cultural factors and tourism policies as intervening conditions and infrastructures such as transportation, accommodation and health services, food and restaurants and information and communication systems as background factors affect the empowerment of Kish Island hotels and ultimately leads to tourism development, or in other words, economic development, cultural-social development, political development and environmental development. Therefore, it can be acknowledged that the development of tourism is a complex process and is heavily influenced by the technical characteristics of digital tools, environmental factors and infrastructure. Manuscript profile
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        599 - Investigating the Impact of Relationship Marketing (RM) Strategies on Customer Satisfaction and Customer Loyalty of Ansar Bank Clients
        hosain vazifehdost hosein khajehnobar maryam abdoli
        Nowadays companies with superior performance in various industries are moving towards retaining customers and building customer loyalty. In fact, they have found that attracting a new customer can be very costly and that today they need loyal customers in order to be ab More
        Nowadays companies with superior performance in various industries are moving towards retaining customers and building customer loyalty. In fact, they have found that attracting a new customer can be very costly and that today they need loyal customers in order to be able to maintain their positions in a highly competitive environment. Thus, the identification of factors affecting customer loyalty is a matter of prime importance. Therefore, the present study investigates the impact of relationship marketing (RM) strategies on customer satisfaction and customer loyalty of Ansar Bank clients. This study was conducted by implementing a descriptive, correlational research design. For this purpose, Ansar Bank clients in Tabriz Metropolis were considered as the population, and the questionnaire was used to collect customer feedback. The reliability of all variables was within acceptable range. Furthermore, the model was tested using the Partial Least Squares (PLS) method supported by PLS-Graph software. The results indicated that the explained variance of customer satisfaction by the major dimensions of relationship marketing (RM) strategies is 94%; and that “communication development” with a path coefficient of 0.596 and “conflict management” with a path coefficient of 0.580 have the greatest impact among the major dimensions of relationship marketing (RM) strategies. Therefore, organizations are required to go beyond fulfilling customers’ basic needs, meet customer expectations and redirect their attention from merely providing customer satisfaction to building loyalty and trust by establishing long-term, bilateral communication that can be profitable for both sides. Manuscript profile
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        600 - Provide a Web-Based Analysis Model for Measuring the Performance and Marketing Optimization of Digital-Centric Companies
        majid fani Mehdi Jalali Shadan Vahabzadeh
        A main challenge faced by organizations is the understanding of compatibility affected by the acceptance of technological innovations, such as electronic businesses. A basic subject in organizations is the requirement for developing a comprehensive model able to evaluat More
        A main challenge faced by organizations is the understanding of compatibility affected by the acceptance of technological innovations, such as electronic businesses. A basic subject in organizations is the requirement for developing a comprehensive model able to evaluate the digital marketing performance of web companies and explore the formulation, execution, and evaluation of marketing strategies in the companies. This study aims to achieve a strategic model to analyze the performance evaluation and digital marketing optimization for web companies. This study is qualitative and based on the grounded theory. 15 semi-structured interviews were performed with organizational and academic experts to collect data. A theoretical sampling was performed using the snowball sampling method and purposeful judgment techniques. The analysis results obtained from the interviews in the coding process led to the creation of a theory in digital marketing of web companies, based on which casual, background, and mediating factors as well as strategies and outcomes have gained meaning in form of a theoretical pattern based on the grounded theory. Finally, the results were described and explained Manuscript profile
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        601 - Evaluating the effectiveness of green marketing of socio-economic organizations in reducing environmental pollution
        Hojjat Nazari Sadegh Zibakalam Mohammad Reza Parvin
        10.22034/ap.2021.1913943.1083
        Manuscript profile
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        602 - Evaluation of rainbow trout market power in Iran
        Yaqoob Zeratkish Zeynab Omidavar
        The main objective of this paper is the estimation of market power of the farmed rainbow trout in Iran. For this purpose we do the analysis of the statistical information relating to the marketing margin and the amount of the Rainbow trout Pool, the distribution on the More
        The main objective of this paper is the estimation of market power of the farmed rainbow trout in Iran. For this purpose we do the analysis of the statistical information relating to the marketing margin and the amount of the Rainbow trout Pool, the distribution on the market and also the transport and packaging costs Rainbow trout. The period of this paper is between 1986 to 2014. The way of investigating in this paper is the nonlinear least square. After confirming the normality and the absence of serial autocorrelation in the residuals, to resolve the problems of heteroskedasticity of regression was used to estimate appropriate weight. finally, after estimating model with appropriate weight and estimating marketing margin function, elasticity and expected changing at the retail level and in pools are calculated. The F and Durbin-Watson statistics and the coefficient of determination also represent the appropriateness of the estimated regression model. Results can be expressed as:The effect of transport costs and the production of trout (which will be available in the market) are negative and significant on the marketing margin. Rainbow trout production (in the pool) and a significant positive effect on marketing margin. As well as the effect of packaging on the cost of marketing margin is statistically valid. The amount of market power obtained for the trout ponds and the same product at retail are small although the amount of market power obtained for the trout ponds is far less than the strength in retail sales.  Manuscript profile
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        603 - Introduction of a Framework for Customer Orientation Using Ambulant E-Banking Services Marketing (Case Study: Mellat Bank in Isfahan)
        Seyed Ali Siadat Mohammad Mehrali Moghaddam
        Manuscript profile
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        604 - Developing the Model of the Role of Communication Marketing on the Brand Love of Iran Futsal Premier League Fans (Case Study: Mashhad Farsh Ara Sport Cultural Club
        کیانوش شجیع سید مرتضی عظیم زاده فرشته ادیب روشن رضا حیدری
        The aim of this study was to develop the model of the role of communication marketing tactics in the brand love of Iran futsal premier league clubs fans which was a case study in Mashhad Farsh Ara sport cultural club using structural equation modeling. This study was de More
        The aim of this study was to develop the model of the role of communication marketing tactics in the brand love of Iran futsal premier league clubs fans which was a case study in Mashhad Farsh Ara sport cultural club using structural equation modeling. This study was descriptive-survey. And the population consisted of Mashhad Farsh Ara sport club fans. Descriptive and inferential statistics were used to analyze the data at the significance level of 0.05. As the path coefficient between communication marketing and brand personality was almost positive (0.24) and the related t statistic was equal to 15.16, it can be concluded (with 95% confidence) that this path coefficient was significant at the error level of 0.05. The significant and direct (positive) relationship between communication marketing and brand love was confirmed. Generally, the development of structural equation modeling of the role of communication marketing in brand love of Iran futsal premier league fans stated that an insertion of a new concept named love into Iran premier league clubs is a serious need and more attention to the fans’ needs is required to reach this important issue and to employ the positive results of this insertion into Iran football.   Manuscript profile
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        605 - The Developing a Structural Modeling of a Customer Loyalty in Sports Services Based on Relationship Marketing
        sajad moemeni gholamreza shabanibahar majid kiyani parvin mohammadi
        Currently, customer loyalty is one of the keys to success and a basis for the profitability of the Sports Clubs. Hence, the purpose of this study was to develop structural modeling of customer loyalty in sports services based on relationship marketing by using structura More
        Currently, customer loyalty is one of the keys to success and a basis for the profitability of the Sports Clubs. Hence, the purpose of this study was to develop structural modeling of customer loyalty in sports services based on relationship marketing by using structural equation modeling partial least square method.The population was included all both customers’ genders in fitness clubs of the Hamedan city (n=376), that were selected by random sampling. Measurement tools in the study for gathering data were the relationship marketing questionnaire (Abasi, 2002) and customer loyalty questionnaire (Huang, 1998), and the validity and reliability were approved. SmartPls v.3 and IBM SPSS Softwares were used to analyze the structural equation modeling and partial least square method. The results revealed that relationship marketing had a significant effect on customer loyalty that it is equal to β=0.391. An examination of the effect of relationship marketing components on customer loyalty showed that only the quality-of-service component had a significant effect on customer loyalty (β=0.303). In conclusion, paying attention to the total relationship marketing components is a strategy to influence customer loyalty in Sports Clubs. Consequently, there is a need for club managers and owners to pay particular attention to the basic elements of relational marketing in order to retain a stable and long-term relationship with their customers. Manuscript profile
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        606 - Identifying the Effective Factors on the Management of Iranian Basketball Club Fans
        ahmad mosalman nasrola mohammadi Farshad Emami
        The purpose of this study was to identify the factors affecting the management of fans of Iranian basketball clubs. The present study was applied in terms of purpose and qualitative research using the grounded theory method. The population included top-level managers of More
        The purpose of this study was to identify the factors affecting the management of fans of Iranian basketball clubs. The present study was applied in terms of purpose and qualitative research using the grounded theory method. The population included top-level managers of the basketball federation, sports management specialists, coaches, experts, and elites aware of the research literature in the field of basketball. The statistical sample consisted of 14 members of the qualitative community, to achieve theoretical saturation of the semi-structured interview. The research measurement tool in the qualitative section included a semi-structured interview. The reliability of the interviews was 0.78 by the method of intra-subject agreement. To analyze the data, a continuous comparison method was used during the three stages of open, axial, and selective coding. According to the results, 178 codes were obtained in the open coding stage, and 9 axes were identified in the axial coding stage. Finally, 9 factors were identified: welfare facilities, fan center, safety and security, cultural and social, information technology, design and aesthetics of stadiums, marketing, relationships, and evaluation.  Manuscript profile
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        607 - Strategic themes of branding in sports
        Rasool Nazari
        Strategy can be defined as "analyzing the relationship between the institution and its environment, determining the direction and goals of the institution, establishing the activities that will realize them, and reorganizing the organization by allocating the required r More
        Strategy can be defined as "analyzing the relationship between the institution and its environment, determining the direction and goals of the institution, establishing the activities that will realize them, and reorganizing the organization by allocating the required resources." Have you ever wondered why some of the big and successful organizations in a short period of time by losing a large share of their market have been reduced to a normal and even regrettable situation and why some small and unknown organizations have suddenly become They have reached distinguished positions in the scene of international competition. In the field of strategic brand management, strategy is basically a basic model of current and planned goals, utilization and allocation of an organization's resources and interactions with markets, competitors and other environmental factors. Strategic brand management is integrated decisions and activities to develop effective strategies, implement and control their results. Therefore, in this regard, strategic management includes the activities related to the review, evaluation and selection of strategies, the adoption of any internal and external measures for the implementation of these strategies, and finally, the control of the performed activities. With a close look at the concept of strategic management in the field of branding, one can realize the necessity of using it. Considering the environmental changes that have gained a lot of momentum and the complexity of organizational decisions, the need to use a comprehensive plan to deal with such issues becomes more tangible than in the past. This program is nothing but a strategic program. Strategic managers based on a dynamic, future-oriented, comprehensive and contingent mentality are the solutions to many of today's problems. Therefore, one of the most important tools that organizations can use to achieve success in the future will be "strategic management". Manuscript profile
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        608 - Designing a Success Model for the Karate Federation Based on the Sports Marketing Model
        amirali keshmiri homa dorodi
        In order to create a policy and achieve organizational goals, sports organizations need to create a model to use and strengthen the components that affect the success of the organization, which are published from internal and external factors of the organization. The pu More
        In order to create a policy and achieve organizational goals, sports organizations need to create a model to use and strengthen the components that affect the success of the organization, which are published from internal and external factors of the organization. The purpose of this study is to design a success model for the Karate Federation based on the budget sports marketing model. Method: For data analysis and data collection of mixed type (qualitative and quantitative) budget and using the interview method, a questionnaire is created and coding is opened. In the qualitative part to design a researcher-made questionnaire by a sports scientist and the officials of the directing federation by snowball method with a statistical population of 12 people, the sample is also selected and in a small part by athletes, coaches and employees of the federation and karate boards with a community of 120 92 people were selected by Morgan test. After conducting the interview and identifying the key factors from the experts' point of view, the researcher-made questionnaire has been made. Use was distributed among athletes, coaches and employees of the Karate Federation. Results: Marketing components 67.4%, advertising and revenue factors 62.1%, information technology 46.7%, competition results in training courses and courses 55.9%, federation management factors 75.8% and 88.5% success in federation performance change the situation. Be. Also, the federation's investment in setting up sports venues and the profitability of renting or mortgaging this, however, has the highest rate (4.74) among the variables related to the budget. Conclusion: Success in sports federation with sports trade is getting closer to economic and marketing issues day by day, and the prerequisite for development and success in sports is to create marketing fields at the level of sports organizations, which is why marketing development is suggested according to the research results. In the long-term planning of the federation, the pursuit of television broadcasting rights, continuation of international competitions, promotion of karate sports tourism, investment in the construction of gyms and sports equipment and improvement of information in the federation are done to facilitate the future success of the federation. Manuscript profile
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        609 - Presenting an Electronic Marketing Model in the Production Sector of Iran's Sports Industry
        mostafa fallahi mehdi kohandel seyedneamat khalilfeh Mahvash Noorbakhsh
        The purpose of this study is to present an electronic marketing model in the production sector of Iran's sports industry. The method of the present research is mixed (qualitative-quantitative) and structural equations, based on the present time, in terms of applied purp More
        The purpose of this study is to present an electronic marketing model in the production sector of Iran's sports industry. The method of the present research is mixed (qualitative-quantitative) and structural equations, based on the present time, in terms of applied purpose and in terms of collecting field information. The statistical community in the quality sector includes experts who specialize in sports marketing and have a history of management in sports equipment manufacturing companies. Also, in a small part, including all the managers of companies producing sports equipment in Iran, according to the statistics announced through the official website of the Ministry of Industry, Mines and Trade, there are 255 people (236 men and 19 women). Due to the limited statistical population, the statistical sample was selected by the total number method, with the difference that only 238 healthy questionnaires were returned by the managers and the final number of the statistical sample is 238 people (223 males and 15 females). The data collection tool was a semi-structured interview in the qualitative part of the interview. The results of this interview were designed in the form of a questionnaire with 4 main factors. For construct validity (exploratory and confirmatory factor analysis), Cronbach's alpha was used for reliability. The results of the final model were approved in 4 factors: technology, promotion, possibility of ordering online and answering customers' questions. Therefore, it is suggested that managers in their manufacturing companies use technology to update the company and provide conditions in e-marketing to make better use of this space to better promote. Also, the field of holding training courses for employees on responding and dealing appropriately with customers should be foreseen, and in order to receive orders, hold a course to familiarize employees to receive orders. Manuscript profile
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        610 - The Relationship between Neural Marketing and Instant Buying Behavior of Sports Brand Buyers
        mahdi davari Bagher Morsal ali fahiminejad seydmostafa tayebi
        Neural marketing analyzes data obtained from the minds of customers that lead to the recognition and discovery of the unknown and make immediate purchases; Therefore, this study was conducted to investigate the relationship between neural marketing and instant purchasin More
        Neural marketing analyzes data obtained from the minds of customers that lead to the recognition and discovery of the unknown and make immediate purchases; Therefore, this study was conducted to investigate the relationship between neural marketing and instant purchasing behavior of sports brand buyers. The statistical population of this study is all the buyers of sports brand stores in the holy city of Mashhad, whose number was unknown. Using two-stage cluster sampling method, 20 large stores in Mashhad were randomly selected and 400 questionnaires were distributed among buyers. In this study, two questionnaires of neural marketing Iser et al. (2011) and immediate buying behavior (2016) were used. Findings showed that neural marketing and all its dimensions have a significant relationship with the immediate purchasing behavior of sports brand buyers (t = 7.94 and r = 0.82). The importance of neural marketing is special and can show decisions on the minds of customers; Neural marketing, therefore, is a new approach in which the brains of customers are precisely examined to determine its function and to simulate how behaviors are formed. Therefore, companies that produce and distribute sports brands, in order to make more profit, should make the use of neural marketing the top priority of their advertising and marketing.  Manuscript profile
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        611 - Analysis of rural marketing mix for biological control of rice stem borer in Fouman town
        Jafar Azizi
        In our country, it is highly recommended the emphasis on environmental compliance issues and maintaining the people's health with systematic control of pests, diseases and weeds. In this study, we examined the effect of the rural marketing mix on biological control of r More
        In our country, it is highly recommended the emphasis on environmental compliance issues and maintaining the people's health with systematic control of pests, diseases and weeds. In this study, we examined the effect of the rural marketing mix on biological control of rice stem borer among the producers of Fouman province. The sample was selected using the three-stage clustering, thereby giving 179 Rice farmers. To analyze the data the Kolmogorov - Smirnov and Friedman test have been used. The results showed that all four elements of the rural marketing mix have influence on the biological control agent. The distribution factor has the greatest effect on Trico-card and the other marketing mix factors such as price, quality and promotion, respectively, get the next stations. Ranking the marketing mix factors, showed that the distribution factor has got the most importance and advertising in agricultural publications and in training courses got the least importance among the rural marketing mix. Manuscript profile
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        612 - Analysis of neuromarketing and its effect on the activity of brain waves of sports goods customers
        Abas Nghizadeh Baghi فرزاد نوبخت نسرین عزیزیان کهن Akbar مهدوی Alireza Esfandiyari
        The present study reviews the analysis of neuromarketing and its effect on the brainwave activity of sports goods customers. The research method of this article is done in the form of a review. Information gathering tools include the use of studies (searching documents More
        The present study reviews the analysis of neuromarketing and its effect on the brainwave activity of sports goods customers. The research method of this article is done in the form of a review. Information gathering tools include the use of studies (searching documents and articles). To search for articles in Persian and Latin, articles from 2014 to 2024 were used, which were collected by searching Scopus, Sid, Jcr, Google Scholar, and Science Direct databases. Also, the keywords of neuromarketing, brain activities in sports marketing, and sporting goods customers were used to extract articles. 52 articles were obtained from keyword search and after considering the entry and exit criteria, 23 article titles were obtained. The findings of the research showed that neuromarketing leads to an increase in the activity of the brain waves of customers, as well as helps to promote the brand and create a deeper relationship with customers. Therefore, it can be concluded that neuromarketing analysis in the sporting goods industry not only helps to improve the customer experience, but can also help to improve their brain activities and ultimately help the growth and development of this industry. Manuscript profile
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        613 - Relationship between strategic orientation and loyal customers emphasizing marketing capability
        Mahdi Abdolazimi Heris hosseyn rahimi kalvar fatemeh  hosenzadeh jenagurd
        In the competitive environment of banks, creating value through effective relationships with customers is very important. To survive in this environment, banks need to provide new and cost-effective services to their customers. Customer loyalty and maintaining profitabl More
        In the competitive environment of banks, creating value through effective relationships with customers is very important. To survive in this environment, banks need to provide new and cost-effective services to their customers. Customer loyalty and maintaining profitable relationships with them is one of the main priorities of banks. The purpose of the current research is the relationship between strategic orientation and loyal customers, emphasizing the marketing capacity. The mentioned research was applied in terms of purpose and in terms of the method of collecting descriptive-correlational information and in terms of field implementation. The statistical population includes all employees of Sepah Bank and several clients of Ardabil City, and the sample number was selected based on Cochran's formula of 384 people. The main tool for collecting information in this research was three types of standard questionnaires. The collected data have been analyzed using SPSS and LISREL software. In this research, the path coefficients for different components of the hypotheses have been investigated. The results have shown that customer orientation, competitor orientation, cost orientation, innovation orientation, marketing capacity, and strategic orientation all significantly affect customer loyalty. These findings show that banks' strategies and strategies significantly affect customer loyalty, and effective planning in this field can help improve customer relationships and increase banks' income. Manuscript profile
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        614 - Identifying the network of strategic marketing themes of the second brand in chain stores in order to improve social development with an emphasis on the STP process
        mahnaz solati اعظم رحیمی نیک سید عباس حیدری
        The current research was conducted with the aim of identifying the network of strategic marketing themes of the second brand in chain stores in order to improve social development with an emphasis on the STP process. The participants of this research are managers and ex More
        The current research was conducted with the aim of identifying the network of strategic marketing themes of the second brand in chain stores in order to improve social development with an emphasis on the STP process. The participants of this research are managers and experts of convenience stores and faculty members in the field of business management with at least 15 years of teaching experience and have a master's degree or higher. People were selected by purposive sampling with the criteria of teaching experience in the elementary school. Sampling was done with the participation of 19 experts. The data collection tool consisted of two parts, 1- examination and exploration of upstream documents, documents related to the strategic marketing of the second brand in chain stores in order to improve social development with an emphasis on the STP process in the library part, 2- semi-structured interview in the field part that The semi-structured interview with the participants continued until the theoretical saturation stage. To analyze the qualitative data, the theme analysis method based on the Atreide-Sterling model was used. In order to measure reliability, Holsti's coefficient, Scott P's coefficient, Cohen's kappa index and Kruppendorf's alpha were used, which were confirmed. Manuscript profile
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        615 - Planing of marketing strategy management of SETARE IRAN company ( exclusive representative of Mercedes-Benz passenger cars in Iran )
        Hasan Mehrmanesh allahyar ghasemi
        Marketing is one of the important issue for surviving and developing organizations and identities and to achieve the target markets is one of the main concerns of executives.This research aims to plan and Develop marketing strategy of Setareh Iran company,as Mercedes-Be More
        Marketing is one of the important issue for surviving and developing organizations and identities and to achieve the target markets is one of the main concerns of executives.This research aims to plan and Develop marketing strategy of Setareh Iran company,as Mercedes-Benz Automotive representative.The population includes 55 of all Mangers and experts of Setareh Iran company of sales and marketing agencies in the summer of 2016 and research is done according to data from 48 of subjects based on Cochran formula by classified sampling method. The required information was collected by using the questionnaire in accordance with the research theoretical framework and was analyzed SPSS software.Data review showed that the item of " changes in the structures of Setareh Iran company to fix the administrative bureaucracy governing the company" has the greatest weight average in the first priority of the strength, the item of " The annual budget allocation for marketing activities" has the highest average weight,in the first priority of weaknesses. Also,the item of " the Reasonable and appropriate interactions and relations with other countries and the origin manufacturing country has the highest average weight in the first priority of opportunities ahead and finally, the item of "Continuous changes in exchange rates and their effects on the purchasing and risk appetite level" has the highest average weight in the first priority of threats,the dominant strategy of marketing in the company is to apply aggressive strategies.At the end,according to results, four strategies of offensive,defensive, competitive (contingency) and conservative (adaptation) is offered. Manuscript profile
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        616 - The effect of viral, sensory and direct marketing on brand revival (case study of Arj Co.)
        somayeh mazlumzade farideh hagh shenase ashani
        The influx of poor-quality Chinese goods on the one hand, and increased of production costs and financial pressure to continue domestic activities, import and export restrictions, and the difficulties of supplying the resources needed in production, on the other hand, a More
        The influx of poor-quality Chinese goods on the one hand, and increased of production costs and financial pressure to continue domestic activities, import and export restrictions, and the difficulties of supplying the resources needed in production, on the other hand, all have led to recession and withdrawal a large number of domestic brands from Iran’s market. Unemployment of too many workers and factory closures have led marketing managers to consider and examine today's economic conditions and consumer behavior as well as examining the variety of marketing and make the conclusion that revival of some out of date brands is more economical than creating a new brand. In this research, we have tried to identify the best and most effective marketing among these marketing strategies in the revival of the brand by examining three viral, sensory and direct marketing. In fact, this research reviews the views of consumers of home appliances in Tehran based on the components of each marketing indicator: information dynamics, social relationships, trust in advertising, attitude towards advertising, sensory perception of advertising, brand loyalty, advertising flexibility and its interaction with the consumer to identify the most effective factors. Manuscript profile
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        617 - Predicting entrepreneurial marketing through strategic planning (including case study)
        Jalal Abdi Saeed Safariyan Reza Usefi mohamad Taghipour
         The present study was conducted to investigate "Strategic planning relationship with entrepreneurial marketing in Saderat Bank OF North Tehran (SBNT). The present study is based on the nature of the method of collecting descriptive information of correlation type, More
         The present study was conducted to investigate "Strategic planning relationship with entrepreneurial marketing in Saderat Bank OF North Tehran (SBNT). The present study is based on the nature of the method of collecting descriptive information of correlation type, and is objective in terms of purpose. The statistical population consisted of all personnel employed in (SBNT). with 1200people in five domains and six major branches, with 350women and 850men.   To determine the sample size of employees, the Krejcy and Morgan tables were used. Sample size was determined by 291 people. The data gathering tool was two strategic planning questionnaires based on the Barson model (1999), Fior et al. (2013) entrepreneurship marketing inventory. Both questionnaires are standard and have adequate content validity. Reliability was obtained by using Cronbach's alpha for strategic planning questionnaire (0.72) and entrepreneurial marketing questionnaire (0.87). Data analysis using SPSS software showed that there was a significant correlation between strategic planning with four components of consciousness (0.69), consumer-oriented innovation (0.82), value creation (0.51), risk management (0.90). "Risk Management" and "Opportunity of Consciousness" of the entrepreneurial marketing components in the (SBNT) with (t =4.0105 & Sig. = 0.012; t = 2.023 &Sig=0.037). Accepts the impact of strategic planning and the least effect on the component of "value creation" with (t =1.545 & Sig.=0.280). Manuscript profile
      • Open Access Article

        618 - Social responsibility, financial performance, financial sustainability and financial inclusion in banks
        mohamad pourehtesham
        The main purpose of this research is to determine the effect of social responsibility on financial performance, financial sustainability and financial inclusion in banks. Social responsibility is an ethical framework for any person or organization to act sensitively on More
        The main purpose of this research is to determine the effect of social responsibility on financial performance, financial sustainability and financial inclusion in banks. Social responsibility is an ethical framework for any person or organization to act sensitively on social, cultural, economic and environmental issues. Trying to fulfill social responsibility helps individuals, organizations and governments to have a positive role and influence in the sustainable development of a society. In today's world, due to rapid changes in economic, social and cultural factors; increasing economic, social and environmental challenges; increase in populism; And reducing the level of trust and credibility of individuals and organizations, the issue of social responsibility has been taken into consideration. This research was conducted for a period of 5 years from 1395 to 1399. Sample information of the studied companies after checking the availability of their information by collecting with the help of Excel software and classifying with the help of software Eviose were analyzed. The results of the research showed that there is a negative relationship between social responsibility and financial performance and financial sustainability, and this relationship is significant. But there is a positive relationship between social responsibility and financial inclusion, and this relationship is significant. Manuscript profile

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